10bet DEEPENS ITS INVESTMENT IN SOUTH AFRICAN RUGBY AS OFFICIAL NAMING RIGHTS PARTNER OF THE LIONS

In 2026, 10bet became naming rights partner of both 10bet Ellis Park and the Lions rugby team. The side now competes as the 10bet Lions, with the 10bet brand on the front of the playing jersey.

It is one of the most comprehensive commercial partnerships in South African rugby, and it is unusual in an important way: most sponsorships attach to either a venue or a team. This one does both. The stadium the Lions have played in since 1928 and the side that runs out in it carry the same partner's name.

WHAT IT REFLECTS. 10bet's investment in South African sport has grown steadily, following its partnership with Bafana Bafana in football. The Lions agreement extends that commitment into rugby and into Johannesburg specifically — a city and a club whose identity has been built on exactly the qualities the partnership talks about: passion, resilience and a proud rugby heritage.

MICHELLE COLBORNE, VP OF MARKETING, 10BET AFRICA. "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. The Lions embody passion, resilience and a proud rugby heritage that resonates with supporters across the country."

BEYOND THE JERSEY. The partnership is built around fan engagement rather than brand visibility alone — match-day experiences and supporter initiatives built on the club's identity and heritage.

WHAT THE CLUB GETS. Certainty. A partner committed to the venue and the team simultaneously gives Lions Rugby Company a commercial platform to build on rather than renegotiate, and it arrives in the same year the club qualified for the Investec Champions Cup.

From everyone at the Lions: thank you.