10bet has entered a five-year naming rights agreement with Ellis Park Stadium in Johannesburg, South Africa, announced on 6 July 2026. The venue will operate under the designation 10bet Ellis Park for the duration of the contract.
The partnership establishes 10bet as the official naming rights holder for the facility, which hosts rugby matches, football fixtures, and entertainment events. Both organizations will coordinate matchday programs and fan engagement campaigns throughout the term. The agreement also outlines joint initiatives with local stakeholders aimed at supporting regeneration efforts in the surrounding inner-city district.
Operational and Brand Alignment
Michelle Colborne, Marketing VP at 10bet Africa, stated that the arrangement extends beyond venue branding to establish a commercial relationship with a South African sports location. Pieter Burger, Managing Director at Ellis Park Stadium, noted that the five-year term marks a new operational phase for the facility and aligns with the venue's focus on community and sporting events. 10bet brand ambassador Butch James, a former Springbok and Lions flyhalf who made his international debut at the stadium, confirmed the partnership's significance for the site's ongoing legacy.10bet currently serves as the official partner of the South African national football team, Bafana Bafana. The naming rights transition takes effect immediately following the July 2026 announcement.
Source: 10bet and Ellis Park Stadium joint announcement, 6 July 2026.