DStv has unexpectedly ended its sponsorship of the DStv Premiership a year earlier than planned, throwing the Premier Soccer League (PSL) into a scramble for a new title sponsor just as the football season looms.
The PSL is now in urgent talks to secure a new title sponsor for South Africa’s premier football league. Betway, an online gambling powerhouse, is emerging as the frontrunner. Known for its robust sponsorship portfolio, Betway has a proven track record of supporting sports leagues and teams globally, including the SA20 cricket league in South Africa, West Ham United in the English Premier League, and the Ghana Premier League.
A Storied Sponsorship History
DStv succeeded Absa as the league’s headline sponsor in September 2020. However, financial instability at MultiChoice, DStv’s parent company, has cast doubt on its ability to continue supporting both the Premiership and the MultiChoice Diski Challenge reserve league.
Reports of Canal+, a French multimedia giant, potentially acquiring a majority stake in MultiChoice have only added to the uncertainty. The exact terms of DStv’s original deal with the PSL remain undisclosed, particularly since the pandemic-affected 2019/20 season.
This sponsorship upheaval has delayed the announcement of the 2024/25 season’s start date, with the league yet to release its fixtures schedule. The PSL has even asked clubs to postpone finalising their kits until a new Premiership logo can be unveiled, indicating that a new sponsor is imminent.
Betway’s Sponsorship Strength
Betway’s potential sponsorship could bring stability and continuity to the PSL. The company has a strong presence in the sports sponsorship arena, including major deals with sports entities worldwide. Their sponsorships extend beyond football, demonstrating their commitment to sports development globally. Betway currently has a three-year agreement with the Springboks, ensuring their presence in stadiums with branding at all Springbok home matches, including at the world-famous Ellis Park. Betway’s branding also appears on the back of the players’ shorts for the full term.
Betway’s impressive sponsorship portfolio includes partnerships with top football clubs like Arsenal in the English Premier League and Atletico Madrid, a Spanish professional football club based in Madrid that plays in La Liga. These high-profile deals underscore Betway’s commitment to sports and its capability to elevate the PSL.
Awaiting the Final Whistle
As the clock ticks down, the PSL and football fans across South Africa are on edge, awaiting confirmation of a new title sponsor. With Betway in the wings, there is hope for a seamless transition that will see the league continue to thrive under new sponsorship.
This dramatic turn of events underscores the ever-changing landscape of sports sponsorships, where financial stability and strategic partnerships play crucial roles. The next few weeks will be critical in determining the future sponsorship landscape for South Africa’s premier football league.
