SportPesa new sponsorship with DHL Stormers is set to bring rugby fans closer to their heroes through innovative activations and fan-focused campaigns.
When SportPesa announced its three-year deal as the Stormers’ official betting partner, many assumed it was just another sponsorship. But this partnership goes far beyond financial support or traditional branding. It’s designed to strengthen the connection between players, the team, and their supporters.
Bringing Fans Closer Through Interactive Experiences
SportPesa’s Head of Marketing, Gareth Rosslee, explained that the collaboration will unlock unique ways for fans to engage with the Stormers.
“We will host ticket giveaways, matchday experiences, digital competitions, and exclusive opportunities to meet Stormers players. Through our #MakeItCount campaign, we’re creating experiences that go beyond the 80 minutes on the field. The fan comes first.”
These activations aim to give supporters memorable moments that strengthen loyalty and deepen the emotional connection between fans and the team.
The Stormers: A Unifying South African Rugby Brand
The Stormers have long positioned themselves as an accessible and iconic rugby brand. Their ability to unite diverse communities is a value SportPesa strongly supports.
“Our sponsorship extends across the squad, the coaching team, management, and especially the loyal fanbase,” said Rosslee. “Every part of the Stormers family matters to us. We want our support to reflect that unity.”
SportPesa’s Managing Director, Dean Delaney, added that the Stormers’ culture of innovation and global recognition aligns perfectly with SportPesa’s ambitions.
The SportPesa Effect: Growing Communities Through Sport
SportPesa’s commitment to sport doesn’t end at professional rugby. Through partnerships with the Stormers, Cape Town City FC, and MotoGP athletes Brad and Darryn Binder, the company is investing in excellence across multiple codes.
Rosslee explained the philosophy:
“Our goal is simple — support iconic teams and athletes who inspire their communities and embody excellence.”
Delaney highlighted The SportPesa Effect, the company’s initiative focused on uplifting athletes at every level, from grassroots to elite.
“The SportPesa Effect empowers local communities through sport. It supports sportspeople—young or experienced—who need it most.”
Empowering Youth and Amateur Athletes
One major example is SportPesa’s partnership with South Africa’s Varsity Football competitions, which has helped many young men and women make the leap to professional leagues.
“Without the right support, many athletes have to find their own way,” said Delaney. “The SportPesa Effect allows us to engage fans at the highest level while also building pathways to the top.”
Another milestone is the SportPesa Cup, launched in March this year. Sixteen community teams participated in the inaugural tournament, and due to overwhelming interest, the 2026 edition will expand to 32 teams.
“We’re planning exciting initiatives that will create long-term impact for every participating team,” Delaney added.
Expanding Impact Across Africa
SportPesa has also established strategic partnerships with major African sporting brands. These collaborations strengthen the company’s community reach and ensure that the SportPesa Effect continues to grow across the continent.
“These partnerships amplify our message through real action and meaningful community engagement—not just marketing,” said Delaney.
