Horse racing has always been about spectacle. From Churchill Downs to Ascot, from the Grand National to the Durban July, crowds gather to feel the earth shake under thunderous hooves. Now, for the first time, that same adrenaline rush has been unleashed on South Africa’s city streets, and into the palms of players’ hands, with 10bet’s new horse racing television commercial (TVC).
In the cinematic spot, black stallions and golden-brown mares thunder through downtown Johannesburg, pause at traffic lights and streak past coffee shops while startled onlookers whip out their phones. The message is clear: with 10bet you can “play on the horses anytime, anywhere” – 24/7 and on your own terms.
“We wanted to do more than launch a new product,” says Michelle Colborne, Marketing VP at 10bet South Africa. “We wanted to show that horse racing no longer lives solely behind trackside rails. It’s alive, accessible and at your fingertips. This TVC is our way of bringing the passion of the sport into everyday life and reimagining it for a digital generation.”
The campaign amplifies the recent launch of 10bet’s comprehensive horse racing offering – built to deliver a world-class betting experience for local fans. The product offers simple win or place bets, as well as more advanced options, including exactas and trifectas. With seamless access to both local and international meetings, from small-town tracks to iconic global venues, 10bet puts the excitement of horse racing directly and literally into players’ hands through its user-friendly app.
Starring three of 10bet’s most loved brand ambassadors, Butch James, Andile Ncube and Lorenz Kohler, the TVC is also the first horse racing ad of its kind in South Africa to integrate advanced AI technology, blending the heritage of the sport with cutting-edge innovation to create an unforgettable viewing experience.
Developed in collaboration with Rapt Creative and Spitfire, the campaign merges artistry with advanced AI technology to deliver a world-first in horse racing storytelling. Adding to its authenticity, the TVC features the distinctive voice of legendary horse racing commentator Nico Kritsiotis, whose narration bridges the heritage of the sport with 10bet’s bold, modern vision. By blending the timeless thrill of the track with the limitless creativity of AI, 10bet reimagines one of the world’s oldest sports for a new generation.
The purpose of the TVC is not just to promote a betting option but to tell a story that horse racing, as a timeless spectacle, now freed from geographical and technological limits, is available to a new generation of fans who want the same excitement anywhere, anytime.
Check out the TVC video here:
About 10bet
10bet is a premium global online operator and for over 20 years has provided millions of players with the highest quality sportsbook and gaming experiences. Trusted worldwide, 10bet delivers a customer-centric approach offering a diverse range of sports and markets to bet on, an intuitive interface, great odds, and fast payouts powered by multiple providers. As the official betting partner of Bafana Bafana, 10bet proudly supports South African football while continuing to innovate and engage fans. For more information, visit www.10bet.co.za.
