Absa partners with Betway SA20 for three-year deal, boosting fan experience

A three‑year deal that puts fans first

On September 8, 2025, Betway SA20 announced a fresh three‑year agreement with Abba, making the banking giant the Official Banking Partner of the league until 2028. The move follows a well‑received trial run in Season 3, where Absa used match‑day activations to hand out rewards and spark excitement across the league’s 34 games.

Commissioner Graeme Smith praised the deal, noting that Absa’s focus on innovation and fan‑first experiences mirrors SA20’s goal of becoming the No. 1 sport and entertainment brand in the country. "We are proud to announce a new three‑year partnership with Absa, a trusted household name in South Africa and across the continent," Smith said.

Last season saw nearly 400,000 spectators fill the stadiums, a figure that both parties hope to top with the new activation plan. The partnership aims to turn every match into a mini‑festival, offering fans more than just cricket.

Absa partnership will roll out a series of in‑stadium booths where cardholders can sign up for instant giveaways, cash prizes, and exclusive benefits. To enter, fans simply provide their name, ID number, the last four digits of their Absa card, email, phone number, and seat location. Those with an active Absa Transactional account or credit card that is in good standing are eligible for the full range of rewards.

Non‑Absa customers won’t be left out; they can open qualifying products on the spot and join the Free Absa Rewards program, unlocking the same chances to win.

• Daily "Play of the Day" draws with prizes up to R100,000
• Instant merchandise giveaways at each of the 34 matches
• Exclusive discounts on food, beverages, and merchandise for Absa cardholders
• Priority access to post‑match meet‑and‑greets and VIP zones

The activation strategy also includes digital tie‑ins, such as QR codes on seat backs that send fans straight to a sign‑up page, and social‑media challenges that amplify the excitement beyond the stadium walls.

Season 4 set to light up Newlands

The 2025 SA20 season kicks off on December 26 with defending champions MI Cape Town taking on Durban’s Super Giants at the historic Newlands Cricket Ground. The opening match is billed as the start of a month‑long holiday cricket festival that will run through to the final on January 25, 2025, also at Newlands.

Six teams will battle across the schedule, each looking to earn a spot in the knockout stages. The league’s format promises double‑headers on weekends, giving fans more cricket per visit and more opportunities to engage with the new Absa activations.

Beyond the on‑field action, the partnership plans community‑focused events, such as youth cricket clinics run by former SA20 players and financial‑literacy workshops hosted by Absa at local schools. These initiatives aim to blend sport with education, reinforcing the league’s broader social impact.

All told, the three‑year deal is more than a sponsorship; it’s a commitment to enrich the match‑day experience, drive financial inclusion, and cement cricket’s place at the heart of South African culture. Fans attending the season’s 34 games can expect a seamless blend of high‑octane cricket and reward‑filled moments, setting a new standard for sport‑driven entertainment in the region.