10bet Becomes Official Naming Rights Partner of the Lions
10bet has strengthened its presence in South African rugby by becoming the official naming rights partner of the Lions. As part of the new agreement, the Johannesburg-based rugby team will officially compete as the 10bet Lions, while the bookmaker’s branding will appear prominently on the front of the team’s playing jersey.
The major announcement follows 10bet’s recent acquisition of the naming rights to Ellis Park Stadium. Therefore, the betting brand now sponsors both the Lions and their famous Johannesburg home. Which is now officially known as 10bet Ellis Park.
Lions to Compete as the 10bet Lions
The new partnership represents a significant commercial agreement for both organisations. More importantly, it shows 10bet’s growing commitment to investing in South African rugby over the long term.
Lions Rugby Company CEO Rudolf Straeuli described the announcement as a landmark moment for the organisation. He said having one partner commit to both the team and its home ground provides a powerful endorsement of the Lions brand. As well as the future of rugby in Johannesburg.
“This partnership provides an opportunity to further strengthen our commercial offering, elevate the experience for our supporters, and continue building a sustainable future for professional rugby,” Straeuli said.
The name change means supporters will now see the team compete as the 10bet Lions across its senior competitions. Meanwhile, 10bet will gain highly visible branding on the front of the Lions jersey.
10bet Now Sponsors the Lions and Ellis Park
The Lions announcement builds directly on the bookmaker’s naming-rights partnership with Ellis Park Stadium. The iconic Johannesburg venue has hosted some of the greatest moments in South African rugby history. Including the unforgettable 1995 Rugby World Cup final.
The atmosphere at 10bet Ellis Park reached another level before Saturday’s Springboks and All Blacks Test when two custom-liveried Airlink Embraer aircraft completed a rare double flyover above the packed stadium. It was an epic sight and a fitting way to launch another memorable chapter in rugby’s greatest rivalry.
With the stadium now known as 10bet Ellis Park and the team competing as the 10bet Lions, the bookmaker has secured a powerful presence at the heart of Johannesburg rugby. Fans can read more about the venue agreement in our article covering the 10bet Ellis Park Stadium sponsorship.
10bet Africa VP of Marketing Michelle Colborne explained that the company’s plans always extended beyond putting its name on the stadium.
“From the outset, our vision extended beyond stadium naming rights. We wanted to become part of the Lions journey by supporting both the team and the venue that has played such an important role in South African rugby history,” Colborne said.
She added that the Lions’ passion, resilience and proud rugby heritage resonate strongly with supporters across the country.
Partnership to Focus on Lions Supporters
Although the 10bet Lions name and jersey branding will provide substantial visibility, the agreement will extend beyond conventional sponsorship assets. Both organisations plan to introduce fan-engagement initiatives, enhanced matchday experiences and activities that support the continued growth of rugby.
The partnership also aims to contribute to the long-term sustainability of the Lions. As well as strengthen the relationship between the team, its home ground and its loyal supporters.
For Lions fans, this could mean new opportunities to interact with the team and enjoy additional entertainment around matches at 10bet Ellis Park. Further details about these initiatives should become available as the 10bet Lions Sponsorship partnership develops.
New Lions – Themed Digital Game Coming to 10bet
In another exciting development, 10bet plans to launch a bespoke Lions-themed digital game. The new offering will draw inspiration from the team’s identity, history and rugby heritage.
The launch will follow the introduction of Bafana Megaways game. 10bet developed this through its partnership with the South African national football team, Bafana Bafana.
While 10bet has not yet announced the Lions game’s official name, mechanics or release date. The bookmaker expects to introduce it within the next few weeks. The game will give supporters another way to celebrate their connection to the Lions away from matchday.
10bet Expands Its South African Sports Portfolio
The Lions agreement adds another major sponsorship to 10bet’s growing South African sports portfolio. In addition to backing the 10bet Lions and 10bet Ellis Park, the bookmaker has established a strong presence in local football through its partnership with Bafana Bafana.
Together, these sponsorships position 10bet alongside two of the country’s most recognisable sporting brands. They also reflect the bookmaker’s strategy of using partnerships to create fan experiences and locally relevant entertainment instead of focusing solely on advertising exposure.
The arrival of the 10bet Lions marks the beginning of a new chapter for the Johannesburg team. With 10bet supporting both the side and its historic home, the partnership brings together two major rugby assets under one commercial banner and gives Lions supporters plenty to look forward to in the seasons ahead.
FAQ
10bet sponsors several prominent South African sporting brands. These include the Lions rugby team, now known as the 10bet Lions, 10bet Ellis Park Stadium and the South African national football team, Bafana Bafana.
The Lions are now called the 10bet Lions because 10bet has become the rugby team’s official naming rights partner. As part of the sponsorship agreement, the bookmaker’s branding will also appear prominently on the front of the Lions’ playing jersey.
10bet plans to introduce a bespoke Lions-themed digital game inspired by the rugby team’s identity and heritage. The official name and game mechanics have not yet been announced, but it will follow the bookmaker’s launch of Bafana Megaways.
The partnership will focus strongly on Lions supporters through meaningful fan engagement, memorable matchday experiences and new ways to connect with the team. It will also support the long-term growth and sustainability of rugby in Johannesburg.
The team will officially compete as the 10bet Lions. In addition, the 10bet logo will feature prominently on the front of the team’s playing jersey.