Sun International’s online betting arm, SunBet, has added the Emirates Lions to its ever-expanding list of sports sponsorships. The announcement follows deal signed last month with the Cape Cobras cricket team, which further shows SunBet’s growing commitment to South African sport.
The deal, which was exclusively brokered by the Treble Group, sees SunBet being aligned with one of the most iconic rugby brands in the South African rugby landscape. The franchise has produced a number of leading Springbok stars over the years, including 1995 World Cup-winning Bok captain Francois Pienaar, who lifted the coveted trophy at the famous home of the Emirates Lions.
“Looking ahead we foresee exciting times in the rugby market with the Lions playing in the Pro16, which is a competitive northern hemisphere competition and supporters are excited about the new experience. Treble is delighted to have played a major role in ensuring SunBet partner with a world-class rugby franchise that is Lions Rugby” says Treble MD Kyle Nel. “We’ve recently seen SunBet partnering with the Cape Cobras, and we are excited to see them joining forces with a leading sporting brand at an iconic rugby stadium.”
General Manager, Nitesh Matai, said that SunBet was proud to welcome the Lions Rugby Company to its growing family. “We are excited to be associated with a leading brand in the rugby sector. As a recognisable and trusted brand, we take great care in who we align ourselves with and believe that the Lions Rugby Company complements our values and will be a successful partner. The SunBet platform is safe and secure and offers unrivalled rugby betting options. This deal communicates our brand and platform to the right audience who can explore those options.”
The deal will also enhance the experience for SunBet customers, giving them interactive access to players, coaches, and management, as well as insider tips. When spectators can safely return to stadiums, customers can also look forward to enjoying VIP hospitality at the home of the Emirates Lions.
SunBet’s sponsorship, which runs until the end of 2023, allows it to expand its marketing strategy to have its brand associated with games played at the Emirates Airline Park.
Pieter Burger, Managing Director of EPS (Pty) Ltd, welcomed SunBet on board as a new partner of the Lions Rugby Company. “As we head into 2021, we are delighted to welcome on board our brand new sponsor SunBet, to be sported on shorts. We are proud to be associated with a company like SunBet, Sun International’s premier sportsbook, and an affiliate that the Lions have long been associated with. We know it will be a long and prosperous relationship.”