How Betting Companies Support Sports in South Africa
South Africa has a rich sporting heritage, with disciplines such as football, rugby, cricket, and horse racing enjoying massive followings. However, sustaining and developing sports at both professional and grassroots levels requires substantial financial investment. This article explores how betting companies support South African sports, the impact of their financial contributions, and the potential challenges and opportunities that lie ahead.

Betting Companies as Key Financial Sponsors
In recent years, betting companies in South Africa have emerged as some of the most significant contributors to sports development. Through strategic sponsorships, funding partnerships, and community outreach programs, these companies play a pivotal role in ensuring that sports in the country continue to grow.
From naming rights for leagues and stadiums to direct investments in youth academies and grassroots sports, betting firms such as Betway, Hollywoodbets, and SuperSportBET are reshaping the landscape of sports funding in South Africa. But beyond the financial boost, these partnerships also come with challenges, including concerns about responsible gambling and the ethical implications of betting sponsorships in sports.
Betting sponsorships provide direct funding for:
- Player salaries
- Facility maintenance
- Marketing and branding campaigns
- Youth development programs
- Travel and logistics costs for international competitions
Without these partnerships, many teams and leagues would struggle to survive. The following sections highlight key examples of how betting firms support different sports in South Africa.
Football: Betting Firms and PSL Sponsorships
Football is South Africa’s most popular sport, drawing millions of fans. However, financial struggles have forced many Premier Soccer League (PSL) clubs to rely on betting sponsorships.
- Premier Soccer League (PSL) – Betway Premiership
In 2024, Betway secured the title sponsorship of the PSL, renaming it the Betway Premiership. Today, seven out of 16 PSL clubs feature front-of-shirt sponsorships from betting firms, making these partnerships a crucial revenue source.
Cricket: Strengthening Domestic and Franchise Leagues
- Betway SA20: Title Sponsorship
The SA20, South Africa’s top T20 cricket league, launched in 2023 with Betway as its title sponsor. The deal funds player salaries, marketing, and infrastructure improvements, making it one of the most successful cricket partnerships in the country. - Hollywoodbets Dolphins Sponsorship
Since 2021, Hollywoodbets has funded the Dolphins cricket franchise, covering operational costs, supporting training facilities, and ensuring that young players receive professional coaching.
Rugby: Investing in National and Provincial Teams
- SunBet’s Partnership with Western Province Rugby
SunBet sponsors the Stormers and Western Province Rugby teams, funding their Currie Cup and Pro 16 campaigns. Their partnership also includes exclusive fan benefits such as signed jerseys, VIP stadium access, and interactive promotions. - Betway’s Springbok Sponsorship
In 2021, Betway became the first betting company to sponsor the Springboks, investing in community rugby programs and securing branding rights on national team uniforms. This sponsorship not only benefits professional players but also helps develop grassroots rugby in underserved communities.
Horse Racing: Keeping a Historic Sport Alive
Horse racing has a long tradition in South Africa, but its sustainability depends on consistent sponsorship funding.
- Durban July Handicap Sponsorship
In 2022, Hollywoodbets took over as the title sponsor of the Durban July Handicap, South Africa’s most prestigious horse racing event. They increased the prize pool to R5 million, attracting elite competitors and expanding the race’s international appeal. - Hollywoodbets Greyville & Scottsville
Hollywoodbets has secured naming rights for Greyville and Scottsville Racecourses, funding maintenance, race-day operations, and infrastructure upgrades.
Grassroots Development and Community Impact
Beyond professional sports, betting companies also invest in youth programs and grassroots initiatives. Their contributions help bridge the gap between young talent and professional opportunities.
Youth Academies and School Sports Sponsorships
- Betway’s Rugby Coaching Clinics
Betway runs youth rugby academies, training over 5,000 young athletes annually. These programs offer coaching, equipment, and structured development pathways. - Hollywoodbets’ Support for School Competitions
Hollywoodbets sponsors the SAFA Men’s Regional League, an inter-school football competition that gives young players a chance to be scouted by professional teams.
Women’s Sports Development
Women’s sports have historically received less funding than their male counterparts, but betting firms are helping to change this.
- SA Women’s Football League Sponsorships
Betway has partnered with the SA Women’s Football League, helping to increase exposure, improve training facilities, and ensure that women’s football receives the recognition it deserves. - Netball South Africa Partnership
In 2024, Betway partnered with Netball South Africa to improve stadiums, provide player stipends, and enhance overall league operations.
Infrastructure and Technology Upgrades
Betting firms also contribute to modernizing stadiums and sports facilities while integrating new technologies to improve the fan experience.
Facility Improvements
- Hollywoodbets Kingsmead Stadium (25,000 capacity)
Hollywoodbets maintains this cricket stadium, ensuring that it meets international standards for matches and training. - Scottsville Racecourse Upgrades
The company has funded infrastructure upgrades, improving track conditions, seating arrangements, and spectator areas.
Technology for Fan Engagement
- Betway’s SA20 Wi-Fi Hotspots
As part of its SA20 sponsorship, Betway installed mobile Wi-Fi hotspots in stadiums, enhancing connectivity for fans. - SunBet’s Digital Transformation for Western Province Cricket
SunBet partnered with Zoho Corp to digitize ticketing, analytics, and operations, making the fan experience more seamless.
Economic Contributions of the Betting Industry
The betting industry’s influence extends beyond sports, contributing significantly to South Africa’s economy.
Revenue Generation
- In 2023/24, South Africa’s gambling sector generated R59.3 billion, with sports betting accounting for 60.5% (R35.9 billion).
- Taxes from betting profits support healthcare, education, and public services.
Job Creation
- Hollywoodbets and MultiChoice’s KingMakers division employ hundreds of South Africans in logistics, event management, and hospitality.
- Betting sponsorships sustain thousands of indirect jobs in broadcasting, marketing, and stadium operations.
Betting companies have become essential financial backers of South African sports, supporting teams, leagues, infrastructure, and grassroots programs. However, their involvement also raises concerns about responsible gambling and ethical advertising.
Moving forward, these firms must balance commercial success with responsible sponsorship practices. By continuing to invest in youth development, women’s sports, and fan engagement, they can help build a thriving, inclusive sports industry in South Africa.
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