Ellis Park Stadium in Johannesburg, South Africa has agreed a five-year naming rights agreement with 10bet.
IGamingFuture said that under the partnership, the venue will be renamed 10bet Ellis Park, with the operator becoming the stadium’s official naming rights partner.
Ellis Park Stadium hosts rugby, football, entertainment and community events and is one of South Africa’s best-known sporting venues.
Ellis Park Stadium is a rugby union and association football stadium in Johannesburg, Gauteng Province, South Africa.
It hosted the final of the 1995 Rugby World Cup, which was won by the country’s national team, the Springboks. The stadium was the country’s most modern when it was upgraded in 1982 to accommodate almost 60,000 people.
A naming rights deal for Ellis Park Stadium with Emirates, which started in 2015, ended last June after the airline decided to focus more on sports like basketball after increasing its number of flights to the USA.
The latest agreement includes plans for 10bet and Ellis Park Stadium to collaborate on matchday initiatives and fan engagement activities.
The partners also said they will work with relevant stakeholders on projects intended to support the regeneration of the surrounding inner-city area.
The partnership provides 10bet with branding across the venue while establishing a long-term commercial relationship with one of South Africa’s major sports and entertainment stadiums.
Michelle Colborne, Marketing VP at 10bet Africa, said, “We are incredibly proud to announce 10bet as the official naming rights partner of Ellis Park Stadium,”
“This is more than a naming rights agreement; it is the start of an exciting journey with a stadium that has played such a powerful role in South African sport.
“10bet is passionate about sport, about fans and about creating meaningful connections with communities, and this partnership gives us a unique platform to do exactly that. As the official partner of Bafana Bafana, we understand the emotion and pride that sport brings to South Africans, and we look forward to building on that same spirit at 10bet Ellis Park.”
Managing Director at Ellis Park Stadium, Pieter Burger welcomed this new commercial partnership highlighting it as being a new chapter for the internationally renowned venue.
He said, “Ellis Park has always been more than a stadium; it is a place where history is made, where communities gather and where brands become part of unforgettable sporting memories. We are delighted to welcome 10bet into the Ellis Park family as our official naming rights partner.
“This five-year partnership represents a fresh and exciting chapter for the stadium, and we believe it will bode exceptionally well for both brands. Together, we share a love for sport, a commitment to fans and a belief in the positive role a world-class venue can play in the city and the community around it.”
Former Springbok, Lions flyhalf and current 10bet brand ambassador Butch James, who made his first test appearance at Ellis Park, commented on the magnitude of this partnership.
He said, “Ellis Park has always been one of the most iconic stadiums in world rugby, and it’s fantastic to see 10bet committing to such a significant partnership.
“I have had some incredible memories of playing at Ellis Park, especially having made my international test debut at that venue. Running out in front of a packed crowd, feeling the energy from the stands and representing the Lions in such a historic venue are moments I’ll never forget.”
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