By Dylan Bettencourt
- SuperSport United officially sold to Siwelele Football Club following a closed bidding process, ending 30 years of Pretoria-based football history.
- The sale is pending PSL Executive Committee approval, as the new owners plan to continue SuperSport’s winning tradition under the Siwelele FC banner.
SuperSport United have officially been sold to Siwelele Football Club, ending 30 years of history for the Pretoria-based team.
SuperSport International confirmed the sale on Thursday following a closed bidding process, with the deal pending approval by the PSL Executive Committee.
The three-time Premiership winners will be rebranded as Siwelele FC, bringing back the beloved name associated with Bloemfontein Celtic.
SuperSport CEO Rendani Ramovha said the sale comes as the company makes strategic shifts to focus on broadcasting.
“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,” said Ramovha.
“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.”
Siwelele FC chairman Calvin Le John said the new owners are privileged to continue SuperSport’s winning tradition.
“As Siwelele FC, we are privileged to have been given the responsibility of continuing with a rich winning tradition in the PSL,” said Le John.
“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.”
The sale means SuperSport United, one of the few teams in PSL history to have never faced relegation, will disappear from South African football.
The deal is expected to see the team move to Bloemfontein, where the original Siwelele (Bloemfontein Celtic) had passionate supporters before being sold to Royal AM in 2021.
However, there could be complications over naming rights. Businessman Edward Mkhize currently owns the “Bloemfontein Celtic” trademark and has his own plans to revive the club through traditional promotion.
SuperSport have been struggling financially in recent years, especially after Covid-19. They relied on player sales to stay afloat, but couldn’t sustain a title-contending side.
The club barely survived relegation on the final day of last season, but keeping their top-flight status made them an attractive purchase.
Out of respect for the PSL Executive Committee’s processes, all parties said they will not make further statements pending the final decision.
The PSL Executive Committee must still approve the sale before it becomes official.
Pictured above: Bloemfontein Celtic fans.
Image source: File
