Betting company takes naming rights to Newlands Cricket Ground

South African sportsbook World Sports Betting has acquired naming rights to Newlands Cricket Ground in Cape Town.

The sponsorship forms part of a renewed partnership with the Western Province Cricket Association (WPCA), which owns the stadium. World Sports Betting will also serve as the headline sponsor of the professional men’s and women’s teams playing out of the province in local competitions.

Newlands Cricket Ground has a capacity of 25,000 and is one of the most iconic cricket stadiums in the world, regularly hosting South Africa matches. It will officially be known as World Sports Betting Newlands Cricket Ground going forward.

The partnership, which will officially launch on March 7, will include promotions and campaigns from World Sports Betting.

Warren Tannous, chief executive of World Sports Betting, said: “We have a history with the club, having sponsored the then Cape Cobras previously. As the current sponsor of the World Sports Betting Cape Met, the Western Cape has become a stronghold for our brand and seeing our orange return to Newlands is something we are really excited about.”

Yolandi Venter, the company’s sponsorship manager, added: “We have multiple retail outlets in and around Cape Town and our brand has been well supported by the local community. Being able to give back by investing in local cricket just made sense to us as a brand.”

Newlands Cricket Ground has previously been sponsored by food seasoning brand Six Gun Grill and cement producer PPC.