In a surprising turn of events, SuperSport International has confirmed the sale of its Premier Soccer League (PSL) club, SuperSport United, to Siwelele Football Club (Pty) Ltd. This marks a significant shift in the South African football landscape, with the iconic Bloemfontein Celtic making a sensational return to the top flight under a new identity.
According to a statement released by SuperSport, the sale follows a closed bidding process, with Siwelele F.C. being awarded the rights to purchase the three-time Premiership winners. The deal is currently pending approval by the PSL Executive Committee.
Rendani Ramovha, SuperSport CEO, explained that the sale is part of a strategic shift for the broadcaster. "The sale of the club comes as SuperSport makes strategic shifts to allow us to remain the biggest broadcaster in Africa and a leading global competitor. Shifts in the market, as well as the need to innovate in accordance with our core business, have necessitated focused direction to allow SuperSport to remain the best sports content provider on the continent and a leader in broadcast innovation," Ramovha stated.
Siwelele F.C. chairman Calvin Le John expressed his excitement at the opportunity. "As Siwelele F.C, we are privileged to have been given the responsibility of continuing with a rich winning tradition in the PSL. SuperSport and the MultiChoice Group laid an incredible 30-year platform that we wish to build upon, should we get the final vote of approval from the PSL Executive Committee."
Details about Siwelele's new branding have also emerged. The club will retain its iconic green and white colours but will sport a re-imagined look. Sports broadcaster Robert Marawa revealed concept sketches of the club’s new gear, indicating a partnership with Umbro as their kit sponsor and Jonsson Workwear as the front-of-shirt sponsor. The club is also set to unveil a new logo.
While some may lament the disappearance of SuperSport United, the return of Bloemfontein Celtic, now as Siwelele FC, promises a thrilling new chapter in South African football. All eyes are now on the PSL Executive Committee for the final approval.
What's Next for South African Football?
- Official PSL Approval: The deal hinges on the PSL's final approval.
- Siwelele FC's Debut: Fans eagerly await Siwelele's first match in the PSL.
- SuperSport's Future Strategy: How will SuperSport refocus its efforts in sports broadcasting?