10bet X The Lions: The 10bet Lions Era Begins
Last Updated: September 23, 2026
10bet and the Lions have taken their relationship beyond a traditional rugby sponsorship.
The Johannesburg franchise is now officially competing as the 10bet Lions, following 10bet‘s appointment as the team’s official naming-rights partner.
The deal also connects the bookmaker to the team’s historic home, with Ellis Park now officially known as 10bet Ellis Park.
The partnership represents a significant expansion of 10bet’s presence in South African rugby, putting the brand across the Lions’ team identity, home stadium and matchday experience.
The Lions Are Now the 10bet Lions
The most visible change is the team’s name.
The Lions are no longer simply carrying a sponsor’s logo alongside their existing identity. Under the new naming-rights agreement, the franchise officially takes the name 10bet Lions.
10bet’s branding will also appear prominently on the front of the Lions’ playing jersey.
South African Rugby has already adopted the new name in its official coverage, referring to the franchise as the 10bet Lions.
That makes the partnership considerably more prominent than a conventional advertising agreement.
Every home fixture, team announcement and major piece of Lions-related communication now carries the 10bet association.
10bet Ellis Park
The partnership follows 10bet’s earlier agreement to become the official naming-rights partner of Ellis Park.
The Johannesburg stadium is now 10bet Ellis Park, giving the bookmaker naming rights to one of South Africa’s most recognisable rugby venues. 10bet announced the stadium agreement in July before confirming its Lions naming-rights partnership in August.
Together, the two agreements create a complete commercial connection:
10bet Lions.
10bet Ellis Park.
10bet on the Lions jersey.
That gives the bookmaker visibility across both the team and the venue where the franchise plays its home matches.
Why the Lions Partnership Is Different
There is an important distinction between a normal team sponsorship and a naming-rights partnership.
A conventional sponsor may receive branding on jerseys, advertising boards or digital platforms.
Naming rights go considerably further.
The sponsor becomes part of the team’s or venue’s official public identity.
In this case, 10bet has become part of both.
The Lions’ official name now incorporates the bookmaker, while the team’s Johannesburg home also carries the 10bet name.
That gives 10bet a presence beyond matchday advertising.
10bet’s Investment in South African Rugby
10bet says the Lions partnership forms part of its broader investment in South African sport.
The bookmaker has been operating in South Africa since 2022 and says it is registered and regulated by the Mpumalanga Economic Regulator.
The Lions agreement follows its earlier Ellis Park naming-rights deal and expands the company’s rugby footprint in Johannesburg.
According to 10bet, the partnership is intended to support the Lions, the stadium and fan engagement around the franchise.
The company also announced plans for a Lions-themed digital game as part of its fan-engagement strategy.
The Lions’ 2026/27 URC Season
The timing of the agreement is significant because the Lions are entering another United Rugby Championship campaign.
The first major home fixture listed under the new identity is:
10bet Lions vs Leinster
26 September 2026
13:30 SAST
10bet Ellis Park
The Lions’ home URC schedule also includes matches against the Ospreys, Vodacom Bulls, Zebre Parma, Cardiff, Hollywoodbets Sharks, DHL Stormers, Munster and Benetton.
That means the 10bet branding will be visible across a substantial home fixture list during the 2026/27 season.
10bet Lions vs Leinster
The opening home URC fixture under the new naming identity provides an immediate test of the partnership’s visibility.
The Lions host Leinster at 10bet Ellis Park on September 26.
10bet has already connected the fixture to customer engagement through a promotional campaign that offered eligible customers the opportunity to win tickets to the match. The promotion has now closed, with the advertised qualifying period ending on September 20.
The campaign demonstrates how the partnership can extend beyond stadium branding into 10bet’s customer marketing.
From Stadium Naming Rights to Team Naming Rights
The progression of the partnership is worth noting.
In July 2026, 10bet secured the naming rights to Ellis Park.
In August, the company announced that it would also become the official naming-rights partner of the Lions.
The result is a much deeper association between the bookmaker and Johannesburg rugby.
Rather than having separate sponsorship relationships, the team’s name and home venue now carry the same commercial identity.
What This Means for Lions Supporters
For supporters, the most obvious change will be the new terminology.
Instead of simply referring to the Lions, official communications will increasingly use 10bet Lions.
Matchday branding at the stadium will also reflect the new 10bet Ellis Park identity.
The partnership is therefore likely to become part of the everyday presentation of Lions rugby throughout the 2026/27 season.
The commercial relationship also includes fan-engagement initiatives, with 10bet saying it plans to introduce a Lions-themed digital game inspired by the club’s identity and heritage.
What This Means for 10bet
For 10bet, rugby provides a major platform for brand exposure in South Africa.
The company already offers betting markets across multiple sports and says its South African platform provides sports betting alongside other gaming products.
The Lions agreement gives the bookmaker a particularly visible connection to Johannesburg rugby.
The brand is attached to:
- The Lions team name
- The Lions playing jersey
- Ellis Park
- Home URC fixtures
- Matchday experiences
- Fan-engagement campaigns
That makes the partnership significantly more integrated than simply placing advertising around the stadium.
Betting and the Lions
The partnership does not change the fundamental nature of sports betting.
Rugby remains unpredictable, and there is no guaranteed outcome or betting strategy that can eliminate the possibility of losing money.
10bet’s South African platform states that it operates under South African gambling regulation and is licensed and regulated by the Mpumalanga Economic Regulator.
Anyone who chooses to bet should be 18 or older, understand the applicable terms and conditions, and only wager money they can afford to lose.
The New Identity of Johannesburg Rugby
The 10bet partnership represents a notable commercial shift for the Lions.
The bookmaker isn’t simply attached to the franchise as an external sponsor.
It is now embedded into the official identity of the team and its home stadium.
10bet Lions.
10bet Ellis Park.
For the 2026/27 URC season, those names will become part of the way Johannesburg’s professional rugby franchise is presented to supporters.
And with the Lions facing a full schedule of URC opposition at home, the partnership will have plenty of opportunities to establish itself throughout the season.
For 10bet, it represents a deeper investment in South African rugby.
For the Lions, it marks a new commercial chapter.
And for supporters, the biggest change is already official:
The Lions are now the 10bet Lions.
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FAQ
What is the 10bet X Lions partnership?
10bet is the official naming-rights partner of the Lions, meaning the team officially competes as the 10bet Lions. The agreement also includes prominent 10bet branding on the playing jersey.
What is the Lions’ stadium called now?
The Lions’ Johannesburg home is now officially known as 10bet Ellis Park following 10bet’s naming-rights agreement with the stadium.
Are the Lions now officially called the 10bet Lions?
Yes. 10bet announced that the team would officially compete as the 10bet Lions, and South African Rugby has used that name in its official coverage.
When do the 10bet Lions play Leinster?
The 10bet Lions are scheduled to host Leinster on September 26, 2026, at 13:30 SAST at 10bet Ellis Park.
Does 10bet offer rugby betting?
Yes. 10bet operates a sportsbook that includes rugby alongside other sporting markets.
Is 10bet regulated in South Africa?
10bet states that its South African operation is registered and regulated by the Mpumalanga Economic Regulator.