As part of its sponsorship agreement with Manchester City last week, online bookmaker Betway has also announced its title sponsorship of South Africa's Premier Soccer League (PSL).
From August 3, the league will be known as the Betway Premiership.
Betway CEO Laurence Michel described the deal as the biggest sponsorship deal in South African sport, valued at BOUT R900m (£38.3 million).
Our sponsorships of the world's biggest clubs and tournaments have made us a brand known across the globe, and that experience will play a huge part in driving the PSL forward," said Michel.
The Western Cape Gambling Board licenses Betway in South Africa, where it has built a sponsorship portfolio that includes naming rights to the country's T20 cricket league.
As South Africa's most popular sports league, the PSL was founded in 1996.
According to Dr Irvin Khoza, chairman of the PSL, "this is a huge boost for every football fan in this country. Our partnership with Betway confirms our league's position as one of the best in the world.
Apart from the recent Manchester City deal, Betway is the shirt sponsor of West Ham United and the global betting partner of Brighton and Leicester City in the Premier League. In France, Betway has a global partnership with PSG.
"We are incredibly proud to be the title sponsor of the Betway Premiership because football is a fundamental part of South African life. It really is in our blood and has been for generations. The PSL aligns with our values as a brand that champions great South African success stories, as well as our respect for its history and the development of its future.
