Following the recent announcement of 10bet Ellis Park as the official naming rights partner of one of South Africa’s most iconic sporting venues, 10bet has further strengthened its commitment to South African rugby by becoming the official naming rights partner of the Lions rugby team.
The partnership marks a significant milestone for both organisations, with 10bet now investing in both the home of the Lions and the senior international team.
The agreement represents one of the most comprehensive commercial partnerships in South African rugby and reflects a shared commitment to growing the game, enhancing the fan experience, and supporting the long-term success of rugby in Johannesburg.
As part of the agreement, the team will officially compete as the 10bet Lions, with the 10bet brand featuring prominently on the front of the playing jersey.
The expanded partnership builds on 10bet’s growing investment in South African sport, following its involvement in local football through its partnership with Bafana Bafana. Beyond brand visibility, the collaboration will focus on meaningful fan engagement, memorable matchday experiences, and initiatives that contribute to the continued growth and sustainability of rugby in South Africa.
Rudolf Straeuli, CEO of Lions Rugby Company, described the announcement as a landmark moment for the organisation.
“Having a partner commit to both our home ground and our team is a powerful endorsement of what the Lions represent. It demonstrates confidence not only in our brand, but also in the future of rugby in Johannesburg.
“This partnership provides an opportunity to further strengthen our commercial offering, elevate the experience for our supporters, and continue building a sustainable future for professional rugby.
We are proud to welcome 10bet as a strategic partner and look forward to achieving great things together.”
Michelle Colborne, VP of Marketing at 10bet Africa, said the partnership reflects the company’s commitment to making a meaningful contribution to South African sport.
“From the outset, our vision extended beyond stadium naming rights. We wanted to become part of the Lions journey by supporting both the team and the venue that has played such an important role in South African rugby history.
“The Lions embody passion, resilience and a proud rugby heritage that resonates with supporters across the country. We are incredibly proud that the team will now take the field as the 10bet Lions, and we look forward to working alongside the organisation to create unforgettable experiences for fans while contributing to the growth of the game.”
More than a sponsorship agreement, this partnership represents a shared investment in the future of the Lions, the stadium they call home, and the community of supporters who have contributed to the team’s rich legacy.
As part of its commitment to bringing sponsorships to life through innovative fan engagement initiatives, 10bet will also be launching a bespoke Lions-themed digital game in the next few weeks, inspired by the club’s identity and heritage.
Following the successful introduction of Bafana Megaways through its partnership with Bafana Bafana, the new Lions-themed offering will provide supporters with another way to engage with the brand and celebrate their connection to the team.
By integrating its partnerships into its broader customer experience strategy, 10bet continues to demonstrate its commitment to creating meaningful value for supporters while strengthening its long-term investment in South African sport.
