Betway Becomes Official Sponsor for South Africa Rugby Team
South African rugby is at an all-time high in terms of interest and success. The team has never been in such a favorable position coming off the back of an impressive showing at the world cup and recently beating the British & Irish Lions in a thrilling series. Commercially, things are now moving in the right direction too, the team and the whole South Africa rugby association have closed a lucrative deal with Betway that will see the sportsbook operator become an associate sponsor.
Betway have taken the opportunity to sponsor the world champions for the next three years. The home test matches of the Springboks will see the betting operator’s logo emblazoned on the shorts of the players and across the pitch. ©Vladvictoria/Pixabay
Betting companies need to build close ties with real-world sporting institutions to improve their perception in the market. Having a representation at the highest levels of sport is an invaluable boost to the trust value of a brand and is an amazing tool for marketing their product to an audience that has a direct interest in the service. Building these relationships with clubs, national associations and leagues have been the go-to tactic for more than a decade, and the results clearly speak for themselves.
Mutually beneficial, this deal will help generate much-needed revenue for the rugby hierarchy of South Africa. With the proceeds of the sponsorship deal giving direct benefits at all levels of the sport, there will undoubtedly be a knock-on effect that helps generate a boost for the grassroots players as well as the elites competing for world titles.
With partnerships essential to the stable management of the betting business in the modern age, it’s no surprise that operators from across Asia, Europe, and North America continue to push sports franchises for deals. Gaining access to a customer base remains the key performance driver for any new company looking to make a considerable impact in the space.
Betway Now Sponsoring the World Champions
The South African rugby team has never before entered a commercial partnership on the scale as the one agreed with Betway. Usually opting for domestic companies to serve as sponsorship partners, it is rare for rugby associations to partner up directly with an international betting operator. The three-year deal with SA Rugby and Betway is the first of its kind in the sport, and it highlights the strength of Betway’s market position to secure such a deal.
It doesn’t get much better than partnering with the world champions on a sponsorship deal. In this regard, Betway has completely outdone themselves and should be incredibly proud of their achievements so far in the space. As South Africa’s most successful ever sports team, the deal will certainly position the bookmaker as the go-to platform for all sports loves across the nation. Moreover, the culture and history of South Africa are deeply tied to the Springboks, further enhancing the dimensions captured by this partnership.
Under the terms of the deal, South African rugby players will wear the Betway logo on their shorts during matches. This immediate visibility of the brand logo to potentially millions of spectators is a major coup for the operator. As they know, games are watched around the world, and being able to immediately put the brand logo on the minds of millions of sports fans is going to have a tremendous benefit for the top-line.
The South African rugby association is said to be extremely happy with the deal also, as they know this opportunity will have far-reaching implications beyond the white lines of the rugby field. Betway have an immense ability as a brand to really change the commercial dynamics of elite-level sport, and it’s clear their intention is to leverage this power in the coming weeks.
Further Expanding the Reach of Betway Across South African Sports
The opportunity to work with South Africa’s biggest sporting franchise is an immense opportunity for Betway to leverage on past initiatives in the sector. The betting operator has already taken part in several grassroots funding schemes and expanding this to other sports will now become an immediate priority for the brand. The deal certainly signifies the commitment of Betway to become a leading player in growing rugby across the country.
Betway has secured great brand visibility at some high-profile matches as part of this deal. First of all, the logo of the betting operator will be displayed on the field, and pitch side for many of the home test matches being played by the Springboks. This exposure could prove to be an amazing asset given the international reach of the broadcasts involving the Rugby World Cup champions.
Betway has already got a presence in South African sport, with the brand already named the title sponsor for the country’s T20 Challenge cricket tournament, having this amazing plaudit in the tests and one-day matches help them transcend from a regulator betting operator to a partner of South African. Now with their sights firmly set on the Springboks, they will be partnering with a team firmly set on a course of remaining the best in the world.
