The landscape of sports sponsorship in South Africa has undergone a dramatic transformation, with casino operators emerging as some of the most prominent backers of local sporting talent and competitions.
What was once considered a niche industry has evolved into a R59.3 billion economic powerhouse, fundamentally changing how sports are funded and marketed across the country at the tip of Africa.
The rise of casino sports partnerships
Sun International loves sport and take pride in their partnerships with world-class sporting teams and players, as well as our support of South Africa’s rising stars through various sports development programmes.
The Sun International sports programme covers a wide range of events and tournaments and, through various partnerships, they have backed golf, rugby, cricket and horse racing while their properties have hosted triathlons, extreme sports and even open-water swimming competitions.
This comprehensive approach to sports sponsorship represents more than just marketing expenditure – it’s a strategic investment in South Africa’s sporting ecosystem.
Sun International’s flagship events, including the Nedbank Golf Challenge at Sun City, they have attracted international attention and established the company as a serious player in sports entertainment.
The original “Million Dollar” golf event at Sun City is one of the highlights on the South African golfing calendar and features the biggest names in golf – 72 players, playing over 4 days, for a purse of $7.5 million.
Beyond the financial investment, these partnerships have created a ripple effect throughout South African sports, raising the profile of local competitions and providing crucial development opportunities.
SunBet’s strategic sports partnerships
The evolution of casino sports sponsorship has been particularly evident through SunBet, Sun International’s online betting arm, which has systematically invested in major South African sporting franchises.
The deal, which runs until April 2028, will see SunBet sponsoring the Western Province Cricket in competitions such as the One Day Cup, T20 Challenge as well as the more traditional Four-Day Series.
This cricket partnership exemplifies the modern approach to sports sponsorship, where gambling companies provide not just financial support but also enhanced fan engagement opportunities.
SunBet, which offers a secure online platform through which bettors can bet on the outcome of games, will be an associate sponsor for both teams until the end of 2023.
The sponsorship makes SunBet the official sports betting partner of the teams, while the SunBet logo will feature on the shorts of the matchday kit of both the DHL Stormers and DHL Western Province going forward.
The rugby partnerships have been equally significant. SunBet’s sponsorship, which runs until the end of 2028, allows it to expand its marketing strategy to have its brand associated with games played at the Emirates Airline Park.
All these deals represent a new model of sports funding where entertainment companies provide sustainable revenue streams for professional teams.
The digital transformation of sports betting
The convergence of traditional casino entertainment and modern sports sponsorship reflects broader technological changes in the industry. Online gambling platforms have revolutionized how fans engage with sports, creating new revenue opportunities that benefit both sponsors and sporting organizations.
The digital ecosystem has enabled more sophisticated fan engagement strategies beyond traditional match viewing. Casino operators have developed innovative gaming experiences that mirror the excitement of live sports, creating virtual environments where fans can engage with their favourite sporting themes year-round.
International platforms now offer specialized gaming collections, with some featuring the best pokies related to sports that incorporate elements from rugby scrums, cricket boundaries, and football victories.
These themed entertainment options provide fans with immersive experiences that celebrate athletic achievements while maintaining engagement during off-seasons, effectively extending the sporting experience beyond match days and creating sustained interest in sponsored teams and competitions.
This digital integration has proven particularly valuable during periods when live sporting events were restricted, demonstrating the resilience and adaptability of casino-sports partnerships in maintaining fan engagement and revenue generation.
Economic impact on South African sport
The gambling industry’s contribution to South African sport extends far beyond individual sponsorship deals. According to the National Gambling Board, South Africans spent R1.1 trillion in the local gambling industry between April 2023 and March 2024, with gross gambling revenue rising 25.7% to R59.3 billion. Sports betting leads this growth contributing two-thirds of total revenue.
This massive economic activity has created a substantial funding pool that benefits the entire sports ecosystem. Recognising the need for sports development in South Africa, Sun International is one of the founding members of the Sports Trust.
In association with Nedbank, the Sports Trust Golf Challenge was started in 1999, which provided an opportunity for business leaders to participate in this annual fundraising event. To date, more than R22-million has been raised for golf and sports development in South Africa.
The employment impact is equally significant. With the gambling sector directly employing nearly 35,000 people and supporting numerous indirect jobs. This employment extends into sports-related roles, from event management to broadcast production, creating a comprehensive economic ecosystem.
Challenges and opportunities
While the economic benefits are substantial, the relationship between gambling companies and sports raises important considerations about responsible engagement. Legal gambling operators in South Africa also contribute funding curbed at 0.1% of the industry’s GGR (money staked less money paid out in winnings) to the South African Responsible Gambling model that is globally recognised for its proactive, pioneering approach, ensuring that gambling remains safe and controlled.
The industry has also faced regulatory challenges. Currently the Western Cape Gambling and Racing Board (WCGRB) is largest provider of online bookmaker licenses. South Africa residents can use these online betting sites legally. These regulatory frameworks help ensure that sports sponsorship relationships operate within appropriate boundaries.
Future prospects?
The trajectory of casino sports sponsorship in South Africa appears strongly positive. With discretionary consumer spending down, many brands have chosen to drastically reduce their spending on marketing efforts to save money, and into this downturn have stepped the sportsbook companies.
This positioning during economic uncertainty demonstrates the gambling industry’s commitment to supporting South African sport even during challenging periods. As digital engagement continues to evolve and new technologies emerge, the partnership between casino operators and sports organizations is likely to deepen, creating new opportunities for fan engagement and sports development.
The transformation of casinos from entertainment venues to major sports stakeholders reflects broader changes in how modern entertainment industries operate. Through strategic partnerships, responsible practices, and sustained investment, gambling companies have become integral to South Africa’s sporting success, creating a model that balances commercial interests with sporting excellence and community development.
