This partnership means that SAB will work closely with SA Rugby to plan and deliver all Springbok Test Matches hosted in South Africa, from in-stadium activations to fan experiences outside of the stadium (Castle Lager Boktown). Through this collaboration, SAB and SA Rugby say they aim to broaden access to rugby, bringing the spirit and excitement of rugby to more South Africans.

SAB CEO, Richard Rivett-Carnac, says, "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 these events to life through Castle Lager, says the duo. 

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 aims to elevate the fan experiences, bringing South Africans together and amplifying national pride, say SAB and SARU.

Rian Oberholzer, CEO of SA Rugby, says, "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," adds Oberholzer. 

The launch event was attended by the Springbok players, coaches and local personalities at the SAB Headquarters. These figures will aim to bring Boktown to life and deepen fan connections, says the duo

"We are celebrating more than a sponsorship; we are celebrating a shared national spirit," says 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."

SAB and SARU conclude that 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. 

For more information, visit www.sab.co.za. You can also follow South African Breweries on Facebook, X, or on Instagram.

*Image courtesy of contributor