Betway South Africa: From Startup to Sports Betting Giant

Betway South Africa has quickly established itself as one of the most recognisable sports betting brands in the country. Since it entered the market, Betway has grown from a promising newcomer to a heavyweight in the industry. Here’s a clear breakdown of how it all started, who owns it, and why it matters for South African sports fans.

The Early Days and Licensing

Betway South Africa officially entered the local betting scene in 2017, but preparations began earlier. Licensed through Raging River Trading (Pty) Ltd, a locally registered company, Betway secured its official bookmaker’s license from the Western Cape Gambling and Racing Board on 1 December 2016. From day one, Betway emphasised compliance with local regulations, promoting responsible gambling and establishing a secure, user-friendly platform.

Becoming Part of a Global Betting Powerhouse

Initially, Betway operated in South Africa under a brand-licensing agreement. However, in January 2021, the South African operations were fully acquired by Super Group (SGHC Ltd), Betway’s global parent company. This move aligned Betway SA with the global Betway brand, enabling it to benefit from greater financial backing, improved technology, and more substantial brand recognition.

Super Group, based in Malta and listed on the New York Stock Exchange since January 2022, now manages Betway’s global operations. Betway’s global CEO, Anthony Werkman, oversees the strategic growth, while Betway Africa executives handle local operations, ensuring the brand resonates well with South African bettors.

Major Milestones and Local Impact

Since entering the market, Betway has continually expanded its presence through innovation and strategic marketing. Early offerings quickly expanded beyond traditional sports betting, incorporating popular products such as Lucky Numbers and Betgames, which proved especially valuable during the global sporting disruptions caused by COVID-19.

But Betway’s local impact extends beyond just online betting:

• Mzansi Super League (2018-2019): Betway became the official betting partner, significantly boosting its brand visibility among cricket fans.
• EFC Sponsorship: Aligning with the rapidly growing popularity of mixed martial arts in South Africa.
• Betway SA20 Cricket League (2022): Betway’s title sponsorship of this major cricket event significantly increased its brand prominence.
• Betway Premiership (2024): Perhaps the most significant sponsorship deal, Betway secured the naming rights for South Africa’s premier soccer league, a deal valued at around R900 million. This marked the largest sponsorship in South African football history, cementing Betway’s presence in South African sports culture.

Community Engagement and Ambassadors

Betway hasn’t limited itself to big-ticket sponsorships. The brand actively engages with communities through grassroots initiatives under its “Betway Cares” program, supporting youth sports development, women’s rugby, and refurbishing community sports facilities.

Prominent South African sports personalities, including Siphiwe Tshabalala, former cricket captain Graeme Smith, and UFC star Dricus du Plessis, have all become brand ambassadors, further enhancing Betway’s local appeal.

Responsible Gambling and Regulatory Compliance

Betway’s success also comes from its commitment to responsible gambling. In partnership with the Premier Soccer League (PSL), Betway launched awareness campaigns educating the public on responsible betting practices. The company remains fully compliant with South African gambling laws, continuously renewing its licenses with local regulators.

Recent Developments and Future Outlook

Currently, Betway South Africa remains well-positioned for future growth. The brand’s high-profile sponsorships, community involvement, and strategic alignment with global operations suggest it will remain a leading choice for South African bettors.

Looking forward, if regulatory conditions change to allow online casino games, Betway, which is already experienced internationally through Super Group, will be strategically positioned to expand its offerings. For now, the company maintains its strong focus on legal sports betting, community impact, and strategic sponsorships.

In short, Betway South Africa’s journey from a fresh entrant to a top-tier betting brand reflects clever marketing, compliance, community involvement, and a commitment to sports that resonate deeply with South African fans.