Betway, the online betting brand, has been named as the title sponsor of SA20, the new South African franchise-based Twenty20 league.
The inaugural competition, which begins on January 10, will be known as Betway SA20 under a multi-year agreement.
The two parties said the strategic partnership will “amplify both brands in key territories around the world, giving the Betway SA20 a global footprint in its inaugural year.”
The new league adds to the betting company’s cricket sponsorship portfolio which includes agreements with national bodies Cricket South Africa (CSA) and Cricket West Indies.
Anthony Werkman, chief executive of Betway, said: “With the competition drawing attention from all corners of the world and with the huge excitement building for the launch of the tournament, we are delighted to see the Betway brand continue to showcase its long-standing commitment to the sport with another top-tier sponsorship.”
Graeme Smith, Betway SA20 League commissioner, added: “This is another significant milestone for us as we welcome Betway to our growing list of invested partners.
“They are a global brand with a passionate interest in cricket around the world and we look forward to seeing the Betway SA20 scale new markets and audiences globally.”
Thomas Lyte, the UK-based silverware company, also serves as the competition’s trophy partner.
The debut season of SA20 will feature six teams competing in 33 matches across six venues.
The six teams – Joburg Super Kings, Pretoria Capitals, Durban’s Super Giants, Sunrisers Eastern Cape, Paarl Royals, and MI Cape Town – are owned by groups that have teams across various global leagues including the Indian Premier League (IPL).
SA20 was launched by CSA in partnership with sub-Saharan pay-television broadcaster SuperSport, which will air the competition domestically.
Viacom18, one of India’s leading entertainment networks, also recently secured SA20 rights in its home market for 10 years.