A new innings for Easterns Cricket as World Sports Betting joins the team

World Sports Betting (WSB) is strengthening its presence in South African cricket, joining forces with Easterns Cricket in a new partnership that will see the team compete as World Sports Betting Eastern Storm and its historic Benoni home renamed World Sports Betting Willowmoore Park.

For WSB, the partnership is about more than putting its name on a team and a stadium. It creates an opportunity to strengthen a cricket community with deep roots in the East Rand, while supporting a team that competes on the national stage.

Ryno Du Plessis, Chief Operating Officer at World Sports Betting, says the partnership reflects WSB’s continued commitment to investing across the sporting landscape. “From major sporting properties through to opportunities that support development at community and grassroots level, we want to be part of the environments where sport is lived and valued.”

For Easterns Cricket CEO Wesley Coulentianos, bringing a national brand into that environment creates an opportunity to build on what already exists. “We are delighted to welcome WSB as a major partner of Easterns Cricket,” he says. “The support of a massive brand such as WSB gives us an opportunity to boost our offering to supporters, create new experiences around the game, and further connect with the cricket community across South Africa.”

This connection will extend beyond the boundary. The partnership will create opportunities for WSB and Easterns Cricket to develop fan engagement, content, match-day experiences and community initiatives, with further activations planned throughout the partnership.

For WSB, it also adds another dimension to a sporting portfolio that spans some of South Africa’s biggest sporting moments and properties. Cricket offers a different kind of connection, rooted in local communities and the shared rituals that make following a team about more than what happens on the scoreboard.

“This is an exciting new chapter for WSB,” says Du Plessis. “We have created an opportunity to build a meaningful presence in cricket, both locally in the East Rand and nationally, and to support the continued development of the game and its players.”

As World Sports Betting Eastern Storm takes to the field under its new name, the partnership brings together two organisations with a shared interest in growing the reach and experience of cricket, from the players developing their careers to the supporters who faithfully turn up to watch them.

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