The level of passion and emotion that sport evokes for people is outstanding and remains one of the many reasons why I am proud to work for a company that is deliberate in its intention to support sports development through sponsorships.
This year, as SAB celebrates 130 years of it’s commitment to South Africa, it’s impossible not to reflect on how deeply sport and beer have been intertwined in that journey. From township rugby fields to national stadiums, SAB has stood alongside the moments that unite South Africans in cheer and celebration.
Sponsorship in sport is primarily seen as a branding tool, yet it is so much more. The starting and end point of great sports sponsorship is the passion. Sport invokes profound emotions in all of us. It holds a unique place in South African society because for us all, it is not simply games but significant moments that bring us together, fostering a sense of unity and national pride. In sports, we have social cohesion as a collective. Therein lies inspiration, a view of what is possible when we do things the right way, and when we do win, hope. Hope is an outcome of winning that inspires and fires up the next generation.
The strong association between sports and social life has made it clear that the link between sports sponsorship and beer is synonymous. Beer is part of the way people come together, it's about people connecting across cultures, and celebrating special occasions. Sports does that too and creates highly memorable moments. That is what fundamentally makes the two - beer and sport - natural companions. This innate bond has made sponsorships in various sporting codes, a vital part of strategy, for both business and the sport.
The dynamics between sponsor and sport are delicate. Fans can sniff it a mile away when there is no strong alignment between what a brand values and the sporting code they chose. Authenticity is not negotiable. The emotional nature of sports dictates this alignment – fans are deeply engaged and if there is no authenticity with the brand, rejection is not only possible, it is promised. This emotional bond is critical in turning fans into brand advocates. For example, Castle Lager has proudly supported Bafana Bafana, the Proteas, and the Springboks for over three decades. This commitment has contributed significantly to developing the country's three principal sporting codes and perfectly positioned Castle Lager as the national beer. Truly, the taste that’s stood the test of time.
It is important for a sponsor to think of the fan in the campaign - if passion is the starting and ending point for sponsorships, how can fans be brought more into the experience? A good example of that is Carling Black Label’s sponsorship of the Carling Cup in the domestic soccer scene. The beer brand tapped into the purpose of giving men a voice by democratising the competition, allowing fans to select the starting line-up of their favourite teams and giving millions of soccer enthusiasts a platform to be heard. To this day, it remains one of the most interactive sponsorships in soccer, and probably above all other sporting codes.
If you think about the broad sporting value chain, it is not just about the game or the tournament. There is so much happening behind the scenes that depends on the quality of sponsorship. Great sponsorships are about commitment - it is about understanding that there is so much to a sporting code. It is the teams, the leadership, the sporting administration, the businesses that make it possible for games to happen, the communities that benefit from the sport, and most importantly, the fans.
Grassroots sports development is an important lever in ensuring that there’s a pipeline of talent for future generations to come. As SAB, we have invested in sports development for over six decades in different sporting codes, showing our commitment to the development of sports. The combination between beer and sports is natural, and we are proud to build on SAB’s legacy of supporting South African sport by becoming an ally for grassroots development through sponsorships. Beer has always been and continues to be the perfect companion for sports and sponsorship.
When done right, sponsorship makes it easy for brands to earn the attention of a receptive audience. People are gathered around the sporting code because of their love for the sport and its players, and anything in support of that sport earns that love too. That genuine consumer interest is the currency of sponsorship in sport. It is human nature. A colleague of mine, Rob, says he never saw a baby ad until his wife got pregnant - only when he had a genuine interest in the subject matter did he start to pay attention. That kind of privilege, of speaking to people's hearts, is priceless. It lends a brand stature and accords a great deal of equity.
Despite the clear benefits to the sport, the consumer and brand, there are several barriers to sports sponsorship in South Africa. One of the most significant challenges is low viewership for certain sports, making it difficult for sponsors to justify their investment. This issue is particularly prevalent in sports that do not have the same mass appeal as soccer or rugby. It is a cyclic effect - no sponsorship means no resources to build adequate sports infrastructure, which prevents both new entrants into the sport, and sponsors from participating.
To overcome these barriers, it takes a leap of faith from all sides. We need greater investment in the broader development of sport — not just in identifying talent, but in building the ecosystem that sustains it. This includes strengthening sports administration, enhancing local club structures, and supporting the infrastructure needed to grow participation and viewership — from fields and facilities to ticketing systems. A well-run sponsorship programme brings sport closer to more South Africans, making it more accessible and inclusive.
This is what SAB’s 130-year story embodies, the belief that when business invests in society, the returns go far beyond profit. Sport, like beer, is a powerful connector, and through our sponsorships, we celebrate more than milestones; we celebrate belonging, progress and possibility.
When business does not invest in sport, we take away from communities the opportunity to explore the depth of possibilities. When business does, however, we are presented with a well-oiled tool for social cohesion, upward mobility and inclusive economic growth. That is the power of sports sponsorship and at SAB, we will continue to be committed to what propels South Africa forward.
In our 130th year, here’s to a future with more cheers. DM
Author: Vaughan Croeser
Sponsored Content
How Beer Sponsorship Has United South Africans Through Sport for Decades
I remember when we first won the Rugby World Cup in 1995, how I felt, the euphoria that permeated through the TV screens across the country. The pride, the joy, the depth of emotion, even today it is still a very vivid memory. Another fond memory was the 2009 Tour of The British and Irish Lions. I was in the stadium, hosting SAB customers. The Castle Lager never tasted better than on that sunny afternoon! At the Castle Lager activation area, I bumped into some close friends from university, and I was so proud to be part of the team that brought this special rugby tour to South Africa.
