10bet has entered a five-year agreement to become the official naming rights partner of Ellis Park Stadium in Johannesburg. The rebranding of the South African venue to 10bet Ellis Park was announced in July 2026.
Partnership Scope
The collaboration aims to increase brand visibility and fan engagement while supporting initiatives for the surrounding precinct. Both organizations stated that the agreement aligns with their shared commitment to the energy and unity found in live sports.Michelle Colborne, Vice President of Marketing at 10bet Africa, stated that the deal marks the start of a journey with a venue significant to South African sports history. She noted that the company's existing role as the official partner of Bafana Bafana provides a foundation for building community connections at the stadium.
Pieter Burger, Managing Director of Ellis Park Stadium, emphasized that the location serves as a gathering place for communities and a site for sporting history. He confirmed that 10bet joins the venue's family as the primary naming partner.