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Introducing Treble Group UK

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Over the last 21 years, Treble has cultivated an immense degree of experience as a strategic marketing agency specialising in sports sponsorship, rights commercialisation, experiential events, brand activation and communications for leading global brands across multiple sporting codes.

This has enabled Treble to build and grow long-term relationships within the sporting industry, which has seen Treble championing the rightsholders and brands we represent – ensuring we build and manage long-term partnerships that deliver value for the parties involved.

Treble (SA) is excited about the launch of Treble (UK) – a separate business based in the United Kingdom. Treble (UK) will leverage Treble (SA)’s experience, expertise, and where required, business capability to support the establishment of the new business.

The Treble (UK) Executive team are very enthusiastic about building a sports marketing agency with a unique value proposition. The Treble (UK) Executive team has solid global experience, having held senior positions at rights holder, corporate and sports marketing agencies.

Keith Harris, Kyle Nel, Mark Smith and Ben Milhench will be heading up the UK offices. The team bring a wealth of international and professional sports marketing experience that covers Formula One, Football, Rugby, Golf, Pro-Cycling, the Olympics and Esports.

Treble Group’s Managing Director, Kyle Nel, is pleased by this new business development. “We have been wanting to establish the business for a few years now, and feel the timing is right to enter the market. The collective experience, expertise and relationships of this Treble (UK) Executive Team brings to the business is truly exciting,” says Nel.

“This team has held senior positions for rightsholders, brands and agencies. I know what we have achieved in South Africa, and the vision, experience and expertise from this UK Executive team is very impressive. I am confident that by building trust and most importantly focusing on delivery, the Treble (UK) team will add value and build a world-class business,” added Nel.

Sunbet wins big with Emirates Lions sponsorship deal

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Sun International’s online betting arm, SunBet, has added the Emirates Lions to its ever-expanding list of sports sponsorships. The announcement follows deal signed last month with the Cape Cobras cricket team, which further shows SunBet’s growing commitment to South African sport.

The deal, which was exclusively brokered by the Treble Group, sees SunBet being aligned with one of the most iconic rugby brands in the South African rugby landscape. The franchise has produced a number of leading Springbok stars over the years, including 1995 World Cup-winning Bok captain Francois Pienaar, who lifted the coveted trophy at the famous home of the Emirates Lions.

“Looking ahead we foresee exciting times in the rugby market with the Lions playing in the Pro16, which is a competitive northern hemisphere competition and supporters are excited about the new experience. Treble is delighted to have played a major role in ensuring SunBet partner with a world-class rugby franchise that is Lions Rugby” says Treble MD Kyle Nel. “We’ve recently seen SunBet partnering with the Cape Cobras, and we are excited to see them joining forces with a leading sporting brand at an iconic rugby stadium.”

General Manager, Nitesh Matai, said that SunBet was proud to welcome the Lions Rugby Company to its growing family. “We are excited to be associated with a leading brand in the rugby sector. As a recognisable and trusted brand, we take great care in who we align ourselves with and believe that the Lions Rugby Company complements our values and will be a successful partner. The SunBet platform is safe and secure and offers unrivalled rugby betting options. This deal communicates our brand and platform to the right audience who can explore those options.”

The deal will also enhance the experience for SunBet customers, giving them interactive access to players, coaches, and management, as well as insider tips. When spectators can safely return to stadiums, customers can also look forward to enjoying VIP hospitality at the home of the Emirates Lions.

SunBet’s sponsorship, which runs until the end of 2023, allows it to expand its marketing strategy to have its brand associated with games played at the Emirates Airline Park.

Pieter Burger, Managing Director of EPS (Pty) Ltd, welcomed SunBet on board as a new partner of the Lions Rugby Company. “As we head into 2021, we are delighted to welcome on board our brand new sponsor SunBet, to be sported on shorts. We are proud to be associated with a company like SunBet, Sun International’s premier sportsbook, and an affiliate that the Lions have long been associated with. We know it will be a long and prosperous relationship.”