Sponsorship & Marketing

DP World takes on Wanderers naming rights

Featured image credit: DP World Wanderers Stadium

Dubai-based logistics company DP World has reached an agreement to become the new naming rights partner of the Wanderers Stadium cricket ground in Johannesburg.

The iconic South African venue will now be known as DP World Wanderers Stadium, with DP World agreeing to take over the contract previously held by Johannesburg-based logistics firm Imperial.

The latter company agreed a five-year deal for the naming rights in 2019, but was acquired by DP World in March. This contract also included naming rights to the Gauteng Lions men’s and women’s cricket teams, which DP World will continue to back.

Sultan Ahmed Bin Sulayem, group chairman and CEO of DP World, said: “We place a strong emphasis on empowering and supporting the local people and communities in which we operate, while delivering sustainable and inclusive growth.

“Taking over the naming rights of the most iconic stadium in Africa is part of our commitment to developing and driving business, sports and culture on the continent. The DP World Wanderers Stadium is a solid extension of our global partnership network and one that we believe will be a catalyst for our positioning on the African continent.”

DP World already has a significant presence in sports sponsorship, most notably the 10-year deal it struck in November 2021, reportedly worth $400m (£354.2m/€409.7m), to become title sponsor of golf’s European Tour.

DP World said it aims to utilise the Wanderers partnership as a platform from which to drive awareness of various socio-economic issues such as gender-based violence, support South African sporting heroes, and continue to make a positive impact on the country and the continent as a whole.

Bin Sulayem added: “We are focused on building a better future together and what better way to do it than through sport, which has an intrinsic ability to inspire, motivate and unite people. We look forward to this partnership, as part of our larger commitment to Africa and her people.”