Betting company Betway has officially replaced DStv as the title sponsor for the Premier Soccer League (PSL).
The sponsorship is for three years and worth a whopping R900-million.
This is after the pay-channel abruptly ended their partnership with a year to go into their contract.
It is understood that the league bosses, led by chairman Irvin Khoza, had been scrambling around for new sponsors ahead of the new season. The new league season will now start on August 3 with the MTN8 quarterfinals.
New sponsor, new name
It will now be known as Betway Premiership. However, DStv’s sponsorship of the PSL reserve league, the DStv Diski Challenge, will remain intact for the next five years.
Incidentally, SuperSport, another subsidiary of MultiChoice, are the league’s official broadcast partners.
SuperSport sub-leases the broadcasting rights to public broadcasters SABC. This so as to broadcast some matches on public television in South Africa.
SuperSport was awarded an initial R1-billion five-year broadcast/TV rights deal in 2007 by the PSL. The deal was for these to commercialise the league globally beyond South Africa.
Major boost to the sport
Khoza addressed media representatives at the PSL offices in Parktown, Johannesburg. He welcomed the new deal as a major boost to the sport.
“This is a massive boost for every lover of football in this country. Our partnership with Betway confirms our league’s standing as one of the best in the world. And it heralds a wonderful future for our game.
“Betway’s energy and enthusiasm will have immediate impact across all facets of the game. And on behalf of the PSL, I am proud to welcome them on board as title sponsor and partner.”
Laurence Michel, CEO of Betway Africa, is also excited about the partnership. He believes that the deal marks the beginning of a new era for the premier division. The CEO added that Betway looks forward to help in writing a new chapter in the PSL’s rich soccer history. “Football is a fundamental part of South African life,” he said.
Proud to associate with great South African success stories
“It really is in our blood and has been for generations. We are incredibly proud to be the title partner of the Betway Premiership. It further demonstrates not only our respect of the history of the league, but our vision for the development for its future. The PSL aligns with our values as a brand that commonly champions great South African success stories,” Michel said.
It is a known secret that DStv subscribers’ numbers are dwindling at an alarming rate. The pay channel has been hit by a spate of subscriptions cancellations in the last couple of years. And French powerhouse broadcasters Canal + are rumoured to be on the verge of purchasing the ailing former giants.
DStv took over the league sponsorship in 2020 after Absa pulled out in 2019. At that time, Absa had increased their PSL sponsorship to R40-million. With the team winning the league title and getting a wholesome R15-million.
