Betway SA20 League breaks South African Viewership Records in Season Opener

Betway SA20  has kicked off its third season with a bang, solidifying its position as a major force in the cricket landscape.  Opening match viewership numbers significantly exceeded previous records from Season 1 and Season 2 with the opener between defending champions Sunrisers Eastern Cape and MI Cape Town drawing a record total live unique audience of 382,778 viewers on SuperSport, a remarkable 129% increase from Season 2.

This makes the Betway SA20 opening match viewership the second-highest recorded live opening fixture in this summer season of cricket on SuperSport. This positions it fractionally behind the T20I series between the Proteas and India, with the league also exceeding the viewership of the IPL and Big Bash games in this market.

The opening week has also seen record attendance numbers, with four sold out opening matches and a 79% attendance rate across the rain-interrupted opening six matches. The fans who have turned up in their numbers across the country continue to embrace the cricket and entertainment experience at the stadiums, with the trend set to continue as the action heats up for the rest of the group matches.

Graeme Smith, the League Commissioner, said: ‘’We’ve worked hard to establish the league as a property that appeals to viewers at home and those who come to the stadium and these numbers give us the confidence that we are on the right track to keep building on a strong foundation.  The collective support of our franchises, SuperSport and the fans has played a key role in our success and over the next three weeks of the tournament we will continue to work together to deliver something special for the fans.’’

The league and SuperSport have worked together to take South Africa’s premier T20 franchise cricket League to a wider audience demographic, with select matches broadcast on DSTV Access through the SuperSport Variety 4 Channel.

"We are thrilled with the overwhelming response to the Betway SA20 League," says Tumelo Selikane, Managing Director of Nielsen Sports SA. "The  strong viewership numbers are a testament to the league's growing popularity and the exceptional work of  SuperSport and the League.  This is fantastic news for their sponsors and a clear indication that the league is transforming the appeal of domestic cricket in South Africa."  

Betway SA20’s success is not limited to viewership and attendance figures alone. The league has also attracted a significant number of new sponsors this season, further solidifying its commercial value and appeal. This influx of sponsors is a testament to the League's growing reputation as a valuable platform for brands looking to reach a passionate and engaged audience through sports entertainment.  

The increased viewership numbers also bode well for the League's franchise teams, who have built strong local brands and have also been successful in attracting new sponsors. The increased brand exposure generated by the league's growing viewership is expected to yield significant media value returns for these sponsors.  

Season 3 of Betway SA20 is poised for continued success, with strong viewership numbers and growing commercial appeal. As the tournament progresses, Nielsen Sports SA anticipates even greater audience engagement, further solidifying its position as a premium and unique sporting event in South Africa.