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PSL Partners with Betway to Launch Betway Premiership
The Premier Soccer League (PSL) has announced Betway, South Africa’s leading online sports and gaming brand, as the premier division’s new title sponsor.
The premier division of football will now be known as the Betway Premiership.
Chairman of the Premier Soccer League, Dr Irvin Khoza, said: “This is a massive boost for every lover of football in this country. Our partnership with Betway confirms our league’s standing as one of the best in the world and heralds a wonderful future for our game. Betway’s energy and enthusiasm will have immediate impact across all facets of the game, and on behalf of the PSL, I am proud to welcome them on board as title sponsor and partner.”
“Football is a fundamental part of South African life. It really is in our blood and has been for generations. We are incredibly proud to be the title partner of the Betway Premiership. It further demonstrates not only our respect of the history of the league, but our vision for the development for its future. The PSL aligns with our values as a brand that commonly champions great South African success stories,” Betway Africa chief executive Laurence Michel said.
Formally established in 1996, but with roots that go back nearly a century, the Premier Soccer League is indisputably the most popular sporting competition in South Africa, with legendary characters, dearly-loved clubs and rivalries that capture the essence of football and culture in the country.
Michel explained that the Betway Premiership will lean heavily on the legacy and rich history of a football league already entrenched as one of the top ten domestic league competitions in the world and is excited by what the future holds for football in South Africa.
Michel said: “We appreciate how much football has done for people and for our country. As we begin this partnership, we want to acknowledge and celebrate what the game has accomplished in the past. We also want to enhance the game as it stands today and, most importantly, we want to help build an even better future for the next generation of footballing stars from this country.”
Michel added: “We are so excited by what this partnership will do for football fans in South Africa. As a brand, we are known globally for our sponsorships of the world’s biggest clubs and tournaments and that experience is going to play a huge part in driving the PSL forward.”
This partnership further reaffirms the brand’s commitment to the South African sporting industry. It is the latest addition to an enviable sporting partnership portfolio, which spans across a number of sports, which also includes the world champion Springboks, as well as the Betway SA20.
The post PSL Partners with Betway to Launch Betway Premiership appeared first on European Gaming Industry News.
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FairPlay Sports Media, the fan and AI-powered global sports media network, has announced its latest strategic betting partnership with leading UK & Ireland sports and entertainment publication, JOE, which will see its sporting content bolstered by FairPlay’s BetTech and AI-powered tools, as well as access to premium content and betting sponsorship opportunities.
JOE’s 28m global following will now experience more dynamic, betting-related content on-site, which will complement the brand’s premium editorial content with seamless, higher converting bet placement user journeys with bookmaker partners.
Similarly, FairPlay’s betting network and expertise will leverage JOE’s brand equity and original editorial output for additional monetisation opportunities. These will initially include widget integrations within sporting content, deep-linked to partner website betslips and showcasing best value prices to the user.
Social media and video branding opportunities will follow that combine consideration and performance strategies for betting partners. 1.7bn minutes of content was watched on JOE during 2024 and this will now be underpinned by FairPlay’s extensive operator network.
Stuart Simms, Group CEO at FairPlay Sports Media, said: “JOE has become a household name for sports news and engaging content in the last decade, both in its core Irish market but also worldwide. As a brand, it’s an ideal fit for FairPlay Sports Media’s BetTech and betting consultancy services, which together will enhance editorial content, deliver new revenue streams, and ultimately, create a better fan experience.
“As a network, we’ve proven that we can offer huge value to partners by integrating complementary tools, adding sharper betting insight which levels the playing field for users, and facilitating the link between sportsbooks and prominent media brands, like JOE, in order to fulfil their engagement and monetisation potential.”
Paul O’Donohoe, Managing Partner at JOE Media Group, added: “We are excited to partner with FairPlay Sports Media’s BetTech offering. We are one of the leading social publishing groups for driving front-end engagements globally. Now with the integration of this tech and FairPlay’s extensive operator network, we will be able to make a big step into the transactional space.
“The data we now have access to as part of this agreement will also help us to provide dynamic informative content around the sports conversation to help give our audience a richer fan experience and help them level the playing field.”
The post FairPlay Sports Media and JOE Kick Off Betting Strategy Partnership appeared first on European Gaming Industry News.
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The NSW Government is encouraging the community to help spread the message this GambleAware Week, that with gambling, there’s more to lose than money; it can also affect health, relationships and wellbeing.
Running from today, 20 October to 26 October, this year’s campaign is also focussing on promoting the range of free and confidential support available to those struggling with gambling harm.
In addition, the NSW Government is continuing its campaign to reduce the amount of sports betting advertising with its Reclaim the Game initiative, delivered in partnership with 19 NSW sporting clubs from six codes: the A-League, AFL, Cricket, the National Basketball League, Netball and the National Rugby League.
This includes the Sydney Kings and the Illawarra Hawks men’s basketball teams along with the Sydney Flames women’s basketball team. All three teams have just signed up for a further two seasons.
Sports betting is most common among young people aged 18-24 years. A 2024 NSW Gambling Survey found sports and race betting responsible for 16.5% of gambling harm.
Reclaim the Game aims to counteract the saturation of sports betting advertising and help people understand their choices and decisions about gambling, encouraging them to take action to prevent and reduce gambling harm by seeking support when they need it.
In 2025-26, the NSW Government has committed $20.7 million from the Responsible Gambling Fund for gambling support services, up from $19.19 million the previous year.
The government has implemented a suite of measures to reduce gambling harm, including:
- Committing $100 million to harm minimisation – investing in research, treatment, services and reform,
- Banning gambling advertising on public transport, and the terminals people catch it from,
- Banning all external gambling signage in licensed premises and introducing Responsible Gambling Officers for venues with more than 20 gaming machine entitlements, and
- Banning political donations from clubs with electronic gaming machines.
Reclaim the Game is an initiative of the NSW Office of Responsible Gambling, which also manages the statewide gambling support service GambleAware.
Information about GambleAware Week activities, Reclaim the Game, plus resources and support information are available at www.gambleaware.nsw.gov.au
Call the 24-hour GambleAware Helpline on 1800 858 858 for free and confidential support. In-language support is also available for those from diverse cultural backgrounds.
Minister for Gaming and Racing David Harris said:
“The NSW Government is committed to reducing gambling harm which not only impacts individuals, but also their loved ones and the broader community.
“I’m pleased to announce the NSW Government has extended the Reclaim the Game partnerships with the Sydney Kings, Sydney Flames and Illawarra Hawks. These partnerships have helped us spread this important message through reclaiming advertising space and enlisting clubs to engage with fans and the community on responsible gambling.
“Everyone has a role to play in keeping our communities safe, informed and supported. With gambling, there’s more to lose than money. You could be risking your family home, that dream holiday, your health or your relationships.
“This GambleAware Week, start a conversation with those who matter most about what gambling’s really costing. If you or someone you care about is struggling, support is available.”
Sydney Kings and Flames Chief Commercial Officer Amanda Farag said: “The Sydney Kings and Flames have been proud long-term partners of Reclaim the Game, and we are excited to renew this partnership. We wish basketball to remain a family-friendly environment, and we support the message of responsible gambling. We are proud of our ongoing commitment to this message”
Illawarra Hawks General Manager Commercial Aaron Anderson said: “The Illawarra Hawks are proud to continue our partnership with Reclaim the Game and stand alongside the Sydney Kings and Sydney Flames, in creating a safer, more positive sporting environment.
“By extending our partnership, we’re sending a clear message, basketball is about community, competition, and passion – not gambling. This initiative empowers fans to enjoy the game for what it truly is, while raising awareness about the support available through GambleAware.”
The post NSW Government: Play your part this GambleAware Week appeared first on European Gaming Industry News.
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Lottomart has announced the addition of Red Rake Gaming to its growing lineup of content partners, introducing a diverse collection of visually distinctive and feature-led slot titles to its platform.
Recognised for its creative designs and unique mechanics, Red Rake Gaming has developed a strong global reputation for producing high-quality, entertainment-focused casino content.
The launch at Lottomart brings together a mix of established releases and newly developed titles, broadening the overall variety available to players.
The rollout features standout entries from Red Rake’s popular Million Series, such as Million 777 Coins, Million Zeus 2, Million Christmas 2, and Million 777 Bells each built on the studio’s signature game engine with expansive play formats.
The launch introduces a strong mix of seasonal favourites and new adventures, including Halloween Wins 2 & 3, Christmas Wins, Heidi at Oktoberfest, Azteca Gold Collect, Guardians of Luxor 3, Red Dragon vs Blue Dragon, and Beating Alcatraz.
Players will also enjoy a wide range of other Red Rake titles from Super 50 Stars and Super 60 Stars to Joker Fiesta, Legacy of Athena, and Vegas All In reflecting the studio’s hallmark variety and engaging design.
Chris Ruddock, Commercial Director at Lottomart, commented: “We’re delighted to welcome the Red Rake Gaming collective to Lottomart. Their portfolio features a seasoned range of impressive titles that complement our existing offerings and support our goal of providing consistently fresh and entertaining content.
“This partnership reinforces our commitment to expanding our game library with diverse, high-quality releases. We look forward to continuing our rollout of Red Rake’s content to our players while always aiming to grow our network of trusted development partners.”
The post New Partnership Sees Red Rake Gaming Titles Roll Out Across Lottomart appeared first on European Gaming Industry News.
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