The Betway deal with the PSL deal is undeniably lucrative for South African football, but it has not been without its concerns.

The growing influence of betting companies in sports, particularly in South Africa, has sparked debates about the ethical implications of such partnerships. Hollywoodbets and Betway have become prominent sponsors in the local sports scene, reflecting a global trend that has raised eyebrows.

The Premier Soccer League (PSL) launched the Betway Premiership on Tuesday after a new sponsorship deal with Betway valued at a staggering R900 million over three years. 

The partnership, unveiled in Sandton, marked a significant milestone for the PSL following its split with former sponsor, DStv, due to financial challenges faced by MultiChoice.

The announcement comes at a time when Betway, one of the world’s leading betting companies, found itself amid controversy in the English Premier League. West Ham United, a prominent club sponsored by Betway, is reportedly, by GOAL, cutting ties with the company due to its involvement in the alleged betting breaches of their star midfielder, Lucas Paquetá.

This scandal has had far-reaching effects, leading the Premier League to agree to remove all betting sponsors from the front of match-day shirts by the end of the 2025/26 season. 

West Ham is among eight clubs, including Brentford with Hollywood, that will be required to secure new sponsorship deals, though betting companies will still be allowed to advertise on shirt sleeves and LED boards.

Despite these global challenges, Betway’s Head of Marketing, Mark Rowles, reassured South African football fans that the company is committed to adhering to the country’s strict regulatory framework.

“One of the key things that need to be understood is how well-regulated this industry is in this country. There are really strict guidelines in terms of advertising, messaging, et cetera, that we have to adhere to. We need approvals before we put adverts out there. I think from a footballing perspective, it’s an obvious question, but we are part of a listed entity, listed in the New York Stock Exchange, everything we do needs to be above board, we wouldn’t want to ever risk that,” said Rowles.

Addressing concerns about match-fixing, Rowles clarified, “We get a lot of customers who see an 89th-minute goal and say, ‘That’s match-fixing’. Unfortunately, we have nothing to do with those games. If anything, we often lose because of those last-minute goals.”

Mato Madlala, the acting CEO of the PSL, also emphasized the league’s commitment to maintaining integrity within the sport, highlighting the rigorous measures in place to prevent any form of betting-related misconduct.

“There is a rule in our compliance manual that has gone out to all the teams, to tell players that every single individual who is registered with the league, we forwarded the names to Betway to say you do not bet. So that we address [issues] about betting irresponsibly and also match-fixing as well,” Madlala warned.

“You are not allowed to do that. If you are registered with the Premier League, you are not allowed to go out and bet, all your details are with Betway,” she added.

As the PSL embarks on this new chapter with Betway, the partnership is poised to bring significant financial benefits to South African football. However, it also places a spotlight on the broader implications of betting companies’ involvement in sports—a subject that continues to provoke global debate.