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PSL

New Top-Flight Sponsor To Replace Absa?

Another big sponsor is believed to have shown a keen interest in stepping in to replace Absa next season as the Premier Soccer League forges ahead with plans to find a new backer for its flagship division, the Siya crew has established.

MultiChoice-owned Dstv could be lined up to takeover as the title sponsor for the Premiership, though both they and the league would not be drawn into making any comments, probably because any discussions are still very much in the early stages.  

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Following the announcement last week by the PSL that its 16-year-old relationship with Absa would not be renewed beyond the current season, a plan to bring in a replacement is being discussed and can be considered urgent to avoid the 2020/21 campaign getting underway without a prominent title sponsor.

Several other reports have even suggested betting companies could see a big opportunity to enter the fray to fill the void left by Absa, who were in that role for 13 years, having only been cup sponsors for three seasons before that.

MultiChoice are already involved in football by virtue of its ownership of SuperSport, the broadcast rights holders of the PSL, who currently have a R600-million a season contract running until 2024. 

So, were they to come on board as a title sponsor, there would be some clarity needed with regards to how the partnership would be unbundled.  

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Asked for comment on this likelihood, MultChoice spokesperson Benedict Maaga watered down our questions to “speculation”, while the league’s acting CEO Mato Madlala referred all questions relating to sponsorship to the chairman Irvin Khoza. 

He was unavailable at the time of going to print. 

The league has lost a sponsor that contributed more than R130-million a season to its revenue and there is no doubt getting a replacement is an absolute priority. 

Story by @superjourno 

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