Betway Consolidates South African Cricket Offerings with SA20 Deal

Betting brand Betway will become the inaugural title sponsor of SA20- South Africa’s newest T20 cricket league. The operator gains the rights to full brand coverage of the tournament, launching on 10 January 2023. It will initially run for four weeks, featuring 33 matches between several of the region’s most high-profile teams.

The Agreement Builds on 2021’s T20 Sponsorship

The African sports betting market has long been one of Betway’s priorities. The region’s gambling industry is rapidly expanding, drawing the interest of many high-profile operators. Betway has established a solid foothold in South Africa, paving the way for several of its partners into the untapped market.

The company has found particular success with the country’s Cricket leagues. Last year, Betway became the title sponsor of South Africa’s T20 Challenge cricket tournament, rebranding the contest’s name to the Betway T20 Challenge. The operator’s initiative appears to have been successful, as it is now engaging with another high-profile South African Cricket league.

Betway Solidifies Its Foothold in South Africa

Betway’s new deal with T20 remains roughly the same as last year’s sponsorship. The new tournament will officially be named the Betway SA20, setting the stage for a prosperous multi-year partnership. The operator solidifies its dominating position in the Cricket scene while ensuring that the engaging sports content reaches a sizable worldwide audience. Betway SA20 already has a 10-year broadcast deal with Indian sports network ViacomSports 18, giving the country’s sizeable cricket fan base access to a novel and exciting experience.

Betway CEO Anthony Werkman noted that the sponsorship was a significant step towards the company’s goal to become the leading sportsbook for cricket content.

We are delighted to see the Betway brand continue to showcase its long-standing commitment to the sport with another top-tier sponsorship.

Anthony Werkman, Betway CEO

Werkman added that the tournament’s launch was already causing significant interest worldwide, expressing excitement to become its inaugural title sponsor.

SA20 Aims to Bolster Its Global Reach

The partnership also garnered favorable reactions in South Africa, as SA20 League commissioner Graeme Smith welcomed Betway to the new T20 cricket league’s growing list of partners, lauding their global reach and passion for the sport.

We look forward to seeing the Betway SA20 scale new markets and audiences globally.

Graeme Smith, SA20 League commissioner

The first SA20 season will feature six privately-owned teams with 102 local and international players competing in 33 matches. The league has already expressed its intention to become the second-largest in the world. Although still unable to compete with India, South Africa remains a substantial foothold for professional cricket, hopefully leading to new immersive, inclusive, and thrilling experiences.