South African Sports That Have Online Casino and Sportsbook Sponsors
In Mzansi, sports aren’t solely for entertainment; they are a way of life. Events like the South African Premiership bring millions together, command fierce loyalty, and inspire dreams. Gaming and betting sites in South Africa have noticed this trend and are riding it through sponsorships. Their brand names are on everything, from player jerseys to stadiums like the Hollywoodbets Kingsmead Cricket Stadium.
The SA sports scene isn’t the only one that’s attracting sponsorships from South African casinos and betting companies. This is happening worldwide, with local teams and events in many other countries receiving everything from funds to equipment from gambling-affiliated sponsors.
Why Online Casinos Are Targeting the South African Sports Scene
Online gambling providers consider South Africa a critical emerging market, and rightfully so. South Africans are embracing online gambling at a remarkable rate, with thousands of new bettors recorded every year. The explosive growth is linked to a myriad of noteworthy factors, including:
- High smartphone penetration: SA has a super-high smartphone penetration rate, with over 90% of the population owning at least one of these devices. Various factors have made that possible, including the availability of cheap gadgets, affordable mobile-first internet, and a tech-savvy population.
- Enormous sports fan base: More than 80% of South Africans are sports mad. The most popular sport is undoubtedly football, which has enormous followings for local teams (Kaizer Chiefs and Bafana Bafana being two examples), and South African sports fans are often just as passionate about rugby, cricket, horse racing and more.
- Sports betting culture: Most South Africans don’t watch sports even alone; they also bet on their favourite teams. The sports betting culture has taken root in Mzansi, with participants constituting over half of the entire population.
- Regulatory shifts: In the past, SA’s online gambling laws were very conservative. But the situation has changed, with the National Gambling Board declaring online sports betting on licensed platforms 100% legal. This transition has been of great benefit to both bettors and betting service providers.
The gambling providers in South Africa use multiple tactics to increase exposure, starting with sports sponsorships. They sponsor local teams, which enables them to reach more potential clients and tap into the fierce loyalty that SA sports fans are known for.
Top South African Sports with Gambling Sponsors
Sports betting providers are undoubtedly piggybacking on the popularity of sports in South Africa. As of 2025, sports sponsorships are part and parcel of the South African sports landscape. Look around, and you’ll see big brand names displayed on everything from players’ jerseys and training equipment to stadium seats and branded zones.
Here’s a list of several sports that enjoy the highest attention from sportsbooks:
Rugby
Mzansi is home to the fabled Springboks, a team that has won the Rugby World Cup alone four times. The national team’s success has catalysed the growth of a massive fan base in the country. As we speak, over 10 million South Africans are fans of rugby. This immense number has drawn a broad range of sports sponsors, including gambling service providers.
Various rugby teams and leagues have been lucky enough to sign attractive sponsorship deals. The Springboks, to begin with, signed their deal with Betway in 2021. The team is still sponsored by this international gambling company, after the two entities renewed their agreement for another four years in June 2025.
Other rugby teams with noteworthy sponsorships include Western Province and the Stormers, with sponsorship from SunBet. Leagues and fixtures such as the Carling Currie Cup and the Barbarian Invitational Team Match are sponsored by gambling companies such as SuperSportBet and ZARbet, respectively.
Soccer
Soccer (also known as football) is the most popular sport in Mzansi. Kaizer Chiefs, which is one of the local teams, boasts millions of fans in the country alone. The South African Premiership, on the other hand, attracts over 19 million unique viewers annually. Owing to this sport’s popularity in the country, many gambling companies have sponsorship stakes.
One of the key areas for sponsors is the Premier Soccer League (PSL). It’s sponsored by one of the biggest betting companies in the world, Betway. That is why many industry participants refer to it as the Betway Premiership. Another noteworthy league is the SAFA Women’s League, sponsored by a homegrown gambling company known as Hollywoodbets.
Betting companies are also actively sponsoring multiple football teams in SA. SuperSportBet has sponsored the Kaizer Chiefs and Orlando Pirates since early 2024. In addition, the Lamontville Golden Arrows and Stellenbosch FC are backed by 10bet and other gambling companies.
Cricket
Cricket is gaining popularity in Mzansi at a respectable pace. Millions of South Africans flock to stadiums and tune in to live streams whenever noteworthy cricket matches like South Africa vs India are underway. This sport’s growing popularity has attracted many sponsors, especially to the SA20.
The SA20 is South Africa’s only major professional T20 league. It’s sponsored by one of the most dominant betting companies in the country: Betway. The league and Betway aside, Dafabet is the official associate sponsor for the Proteas Men’s and Women’s teams, while the Dolphins cricket team’s sponsorship comes from Hollywoodbets.
Other Sports and Esports
Besides the big 3, i.e., soccer, rugby, and cricket, many other sports and events are drawing noteworthy gambling partnerships. The MMA-affiliated EFC (Extreme Fighting Championship), for instance, has partnered with multiple gambling companies, including Betway. That shouldn’t surprise, more so since the sport enjoys massive viewership in the country, courtesy of the achievements of talented participants like Dricus Du Plessis and Cameron Saaiman.
Esports sponsorships are also taking root in the country. If you pay attention to regional esports events like Dota 2, you must have noticed sponsor titles from companies like Lootbet and 1XBet. Other less popular sports that are increasingly securing sponsorships from online casinos and betting sites include golf, motorsport, and horse racing.
Impact of These Sponsorships on South African Sports
Sponsorships from online casinos and betting companies come with many benefits. To begin with, these entities pump a lot of money into SA sports teams and events. Teams, for starters, use the funding they receive to improve their facilities, pay salaries, cover operational costs, and more. Without sponsorships, many teams and tournaments would crumble under budget shortfalls, poor infrastructure, and other issues.
That said, not all South Africans consider the increased partnerships between gambling companies and local sports a good thing. A considerable number of citizens are concerned that this trend will normalise betting in a country that’s already struggling to rein in gambling addiction. Responsible gambling advocates are urging teams and sponsors to include the risks of problem gambling in their endorsement messages.
Despite sponsorship from gambling companies catching on, the regulatory landscape is still grey and bleak. Officials have yet to establish clear guidelines for the entire country. This is making it easier for sponsors to do what they want with little blowback. Regulators need to take a firmer stance and draw crystal-clear regulations.
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