SAB Joins Forces with SARU as Events Delivery Partner Across All Rugby Events
The South African Breweries (SAB) and the South African Rugby Union (SA Rugby) today announced the conclusion of a landmark long-term Event Partnership Agreement which sees SAB become the official and exclusive event delivery partner for all SA Rugby events.
This partnership means that SAB will work closely with SA Rugby to plan and deliver all Springbok Test Matches hosted on home soil, from in-stadium activations to fan experiences outside of the stadium. Through this collaboration, SAB and SA Rugby aim to broaden access to rugby, bringing the spirit and excitement of rugby to more South Africans.
Commenting on the partnership, SAB CEO Richard Rivett-Carnac said, 'Beer and sports have always been synonymous with each other. Being a delivery events partner for SA Rugby will give much needed access to rugby games across the nation, showcasing our long-term commitment to sports. This milestone underscores our commitment to national pride and access to world-class rugby for all South Africans'.
SAB will bring to life these events through its heritage brand Castle Lager – whose purpose has always been deeply rooted in our nation's sporting culture.
The agreement is for an initial five-year term and will see SAB activate platforms such as, Castle Lager Boktown across the country to give access to the rugby experience to all South Africans. The Castle Lager Boktown platform will elevate the fan experiences, bringing South Africans together and amplify national pride.
Commenting on the partnership, Rian Oberholzer, CEO of SA Rugby, said: 'We are delighted to broaden and deepen our relationship with SAB and Castle Lager. 'We have been partners for more than four decades and this arrangement takes us to the next level. It allows us to tap into SAB's event delivery experience to enhance the match-day experience for fans as well as reviving a communal experience for national team fans. 'The new Castle Lager Boktown will allow fans to taste the Test match vibe at the best seats NOT in the stadium and bring fans ever close to the game day experience.'
Springboks Elrigh Louw, Ruan Nortje and Morne van den Berg were in attendance to champion this partnership when the agreement was unveiled at the SAB Headquarters on Friday. From celebrated Springbok players and coaches to local personalities, these figures will bring the Castle Lager Boktown to life and deepen fan connections.
'We are celebrating more than a sponsorship; we are celebrating a shared national spirit.' said Mr Gayton McKenzie, Minister of Sports, Arts and Culture. 'The enduring relationship between Castle Lager and the South African Rugby Union reflects the kind of long-term, purposeful partnerships our sporting codes need. This commitment is a vote of confidence in our athletes, in our fans and the role that sport plays in unity, pride and social upliftment – the kind of partnerships that are based on consistency and a genuine passion for the game and our nation. It shows us what's possible when corporate and cultural leadership align.'
The announcement event, attended by the Ministry of Sport, Arts, and Culture, SA Rugby executives, and senior SAB leadership, signalled a renewed call for inclusivity, legacy building and a future where everyone has access to sport. As SAB continues to commemorate its 130-year journey of commitment to South Africa, this partnership reinforces this commitment to building the nation. DM
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