Ellis Park has been renamed after securing a new five-year naming rights partnership.
The agreement, announced on Thursday, sees the iconic South African rugby stadium adopt a new commercial identity ahead of Saturday’s Nations Championship clash between the Springboks and England.
The venue will now be known as 10bet Ellis Park after the betting company came on board.
Ellis Park managing director Pieter Burger said the deal marked a significant new chapter for the historic venue.
“Ellis Park has always been more than a stadium; it is a place where history is made, where communities gather and where brands become part of unforgettable sporting memories,” he said.
“This five-year partnership represents a fresh and exciting chapter for the stadium. Together, we share a love for sport, a commitment to fans and a belief in the positive role a world-class venue can play in the city and the community around it.”
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Former Springbok flyhalf Butch James, now a 10bet ambassador, welcomed the partnership.
“Ellis Park has always been one of the most iconic stadiums in world rugby, and it’s fantastic to see 10bet committing to such a significant partnership,” he said.
The agreement also includes plans to enhance the match-day experience and support ongoing efforts to revitalise the Ellis Park precinct.
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