Smiso Msomi
The PSL’s announcement of betting powerhouse Betway as the league’s new sponsor has blown the conversation around their influence, in line with the prohibitions in place, wide open.
Following the departure of DStv as the league’s main partner, Betway – along with Hollywoodbets (as confirmed by PSL chairman Irvin Khoza) – have broken down the door trying to shake hands with one of the biggest leagues in Africa.
Traditional followers of the South African game will have flashbacks of the PSL’s wrangle with Cape Town City over their potential partnering with betting company Sportpesa, as well as Moroka Swallows’ unsuccessful bid to take on Goldrush.
Since then, the domestic league has seen Kaizer Chiefs, Orlando Pirates (SupersportBets) and Golden Arrows (10Bets) sign on the dotted line.
Khoza recently clarified at a media conference that sponsorship of clubs by betting companies was allowed in the PSL, but only if it was in line with the rules and regulations of the league’s mother body.
Although with complex issues involved in the discussion, is the PSL going against the world after ‘opening’ the door to more betting company sponsorships?
The Italian Serie A has restricted clubs from holding stakes in or partnering with betting companies since 2019 and were followed by the Spanish La Liga, who placed the same limitations ahead of the 2021/2022 season.
The English Premiership has also sought to follow a similar route after announcing that clubs would not be permitted to have betting entities as their main contributors but they would be allowed as sleeve sponsors, a stance that affects the 11 clubs sponsored by betting companies in the league.
It is worth noting though that countries like France and the Netherlands have resisted that urge and perhaps share a similar stance to that of the PSL. Aggressive opponents of sports betting entities being flaunted about in arguably the biggest sport in the world have outlined socio-economic apprehensions.
The first concern is the ethical contradiction. There seems to be unwillingness to aid civilians with a gambling addiction, as sports entities warn of the danger but in the same vein provide advertising for the exact ‘illness’.
The second is the possibility of match-fixing, as these varied partnerships often require players to be involved in brand-related events and advertisements.
The question of allowing individuals who have access to directly influence outcomes has become louder.
AmaZulu president Sandile Zungu recently provided a different but sound perspective.
Speaking to the media on Monday after his club announced a partnership with telecommunications newcomer Amandla Mobile, he said he would welcome betting companies as sponsors, citing their contribution not only to football but communities at large.
“To be honest, I am all for sports betting companies getting involved in football, it’s a tide you cannot contain,” he told the media.
“The amount of money these companies deploy in terms of communities (is laudable). I love those kinds of partners who don’t only say they’ll throw money into sport but will do the same in communities from where the supporters come.”
The discourse of opposing opinions surrounding this new phenomenon is expected to rage on for years, if not decades, and will also engulf the PSL in the process.
However, the mother body has seemingly picked a side in the ongoing debates and has opened the doors for more suitors to get involved in clubs around the country.