Are Sportsbooks Ads Taking Over South African Sport?

The partnership between Betway and the South African Premiership is just one example of how gambling and sport are becoming more deeply entwined.

Sportsbook advertising and South African sport Infiltration

In a press statement, the National Gambling Board expressed growing concern over the increase in advertising that contravenes the National Gambling Act (2004), particularly from online platforms and influencer-driven content. ^[1]

While the Act outlines clear restrictions for betting ads ^[2], separating brands from the viewing experience is not so simple when team and venue logos, social media posts, and even broadcast-adjacent messaging are so prominent.

The Advertising Regulatory Board’s Gambling Code also prohibits gambling advertising being placed in youth-focused areas and near schools and universities but turning on the television or driving past a billboard fall into a legal grey area.

With multiple pieces of legislation in place, the issue is not that South Africa lacks regulation, but rather that the country has been unable to strike a balance between the prescripts of the law and real-world exposure to sportsbook advertising.

Many have drawn parallels between South Africa and the United Kingdom, where sports betting ads were allowed initially and then restricted amid worry over the impact on the youth, worrying that South Africa is on a similar trajectory.

Broadcast Saturation and Influence on Sports Viewers

According to mental health group Headroom ^[3], sports betting in South Africa has a ‘legal loophole’ over other types of gambling, allowing advertising via televised commercials, social media, and live broadcasts.

As the most heavily advertised gambling category in the country, sports betting platforms are also able to promote themselves to large audiences, with market strategies tapping into the emotions of the target market.

South Africa’s regulations on gambling advertising are clear about what is allowed and what isn’t, but the core question is whether the country is able to truly prevent betting from influencing how fans view sports games.

In June 2025, South Africa Rugby and Betway renewed their sponsorship deal ^[4] for all national rugby teams, namely the Springboks, Springbok Women, Blitzboks (men’s sevens), and Springbok Women’s Sevens.

Emphasising that betting brands are becoming long-term financial partners, the same example can be found with the Betway Premiership, with the name of the brand normalised to appear in all areas of the soccer league.

The economic reality of sportsbook advertising

As questions mount over tighter control of gambling advertising, as reported by Business Day ^[5], many are weighing the direct contribution and the economic spinoffs of betting brands to South African sport.

Teams, leagues, broadcasters, and organisers can no longer overlook the often crucial commercial muscle of sportsbooks, in exchange for visibility like logos on team kits and an increase in reach.

In essence, betting sponsorships support aspects of South African sport, while the risk factor is being measured in the normalisation of gambling messages and how young sports fans are being influenced.

Another consideration is the increased exposure to betting brands at live matches and televised broadcasts, driving concern over whether sport and betting are becoming too closely linked for local audiences.

According to reporting by news sites including MoneyWeb ^[6], proposed reforms to gambling advertising in South Africa are reflecting increasing policy pressure to ensure the impact on the youth is mitigated.