Now in its third year, the Betway SA20 has become one of the most sought-after sponsorship properties in the country. At the heart of this tournament is the role Mscsports has played in conceptualising and executing campaigns that have increased fan engagement and delivered returns for the tournament's stakeholders, says Mscsports and Betway SA20.

The Betway SA20 sees six teams based in cities around the country compete for the title. The Sunrisers Eastern Cape won the first two editions of the tournament. The tournament has provided a platform for cricket enthusiasts, the duo says. 

Between the inaugural season in 2023 and last year's tournament, the partnership has achieved phenomenal growth. There has been a 61% increase in account registrations for Betway and a 140% surge in cricket bets during the Betway SA20 period in January and February, adds the duo.

As the excitement continues to grow during the current edition, Mscsports says that it is optimistic about achieving even greater success.

"The results we have achieved to date highlight how impactful a well-executed sponsorship can be," says Steven Mervis, Head of Strategy at Mscsports. "The Betway SA20 is a perfect example of how an activation like the 'Catch R2 Million' not only enhances the fan experience but drives measurable business outcomes."

The key to the agency's success lies in its ability to create sponsorship activations that go beyond traditional advertising. The 'Catch R2 Million' competition reflects this philosophy, drawing fans into the action both on and off the field.

"The 'Catch R2 Million' is an integral part of why fans love the Betway SA20. In 2024, it was named one of the top five reasons fans attended live matches," adds Mervis. "When sponsorship is done right, it elevates the event, attracting further sponsorship opportunities and enhancing the property's overall value."

The campaign's reach and engagement have been driven by a 360-degree approach across stadiums, television and social media. SuperSport, the tournament's official broadcaster, has been instrumental in amplifying the campaign, with coverage that includes interviews with fans and participants, on-air commentary integrating the activation and replay footage of attempts and successes that keep fans hooked, the duo says.

This coverage, coupled with digital amplification from Betway, SA20 and Mscsports, has ensured that the activation resonates beyond the stadium, keeping cricket fans engaged long after the final ball is bowled, adds the duo.

"Sponsorship success goes beyond the size of an event. Instead, it reflects how well it connects with the target audience. With the BetwaySA20, we have created a compelling partnership that resonates with fans and delivers value for Betway," adds Mervis.

Betway and Mscsports say that the tournament represents a significant opportunity to connect with audiences, drive business metrics and contribute to the growth of South African cricket.

"The 'Catch R2 Million' is a milestone activation in cricket. The talkability and conversions we have achieved underscore the power of innovative sponsorships. As the Betway SA20 continues to grow, we remain committed to pushing boundaries, ensuring that the tournament not only entertains fans but sets the standard for sponsorship excellence," concludes Mervis.

For more information, visit www.mscsports.co.za. You can also follow Mscsports on Facebook, LinkedIn, X, or on Instagram. 

*Image courtesy of contributor