South African rugby club Sharks’ famous stadium is to become Hollywoodbets Kings Park in one of the highest-profile arena naming rights deals to feature a gambling company.
Hollywoodbets will give its name to the 52,000-capacity stadium in Durban for three years from January 1, 2022 through a deal with KZN Rugby.
The deal, between the two organisations based in the KwaNatalZulu province, is an extension of the gaming operator’s associate sponsorship of the Sharks.
“The renaming of Kings Park Stadium marks a new and exciting chapter in our stadium’s already decorated history,” said Dr Eduard Coetzee, Sharks’ chief executive. “Our association with the Hollywoodbets brand has grown tremendously in a relatively short space of time and this latest partnership development is indicative of the strength and success of this relationship.
“Both our brands have a shared vision of excellence and success and are aligned in our forward-thinking approach and dedication to creating value for our fans and making a matchday experience at Hollywoodbets Kings Park a memorable one.”
The stadium had been known as Jonsson Kings Park since 2018 and before that was ABSA Stadium, Mr Price Kings Park Stadium and Growthpoint Kings Park. Kings Park opened in 1958 before a major renovation ahead of the 1995 Rugby World Cup, during which it staged the semi-final between South Africa and France. Acts such as Michael Jackson, Tina Turner and Whitney Houston have played at the venue.
Hollywoodbets also has naming rights for one of Durban’s other major sporting venue, Hollywoodbets Kingsmead Cricket Stadium, and is a shirt sponsor of English Premier League team Brentford.
Devin Heffer, Hollywoodbets’ brand and communications manager, said: “It’s a great honour to have our purple brand linked to this well-established stadium, where the likes of the Springboks, The Sharks, AmaZulu Football Club and the KZN community come together to provide world-class sporting action and entertainment.
“This sponsorship will provide our brand with further exposure in global markets and aid our pursuit of growing Hollywoodbets internationally.”