Ellis Park Stadium signs five-year naming rights deal with 10bet

Ellis Park Stadium has signed a five-year naming rights agreement with 10bet, rebranding the Johannesburg, South Africa venue as 10bet Ellis Park.

“We are incredibly proud to announce 10bet as the official naming rights partner of Ellis Park Stadium,” said Michelle Colborne, Marketing VP at 10bet Africa. “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.”

Pieter Burger, Managing Director at Ellis Park Stadium, said the agreement marks “a fresh and exciting chapter” for the venue. “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.”

Former Springbok, Lions flyhalf and current 10bet brand ambassador Butch James also commented on the deal, calling Ellis Park “one of the most iconic stadiums in world rugby.” He added: “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.”

The companies said they plan to work together on matchday experience initiatives and, “in partnership with the relevant stakeholders,” to support an inner-city project aimed at strengthening the stadium’s position as a destination for sport, entertainment and community events.