SAB and SA Rugby forge landmark partnership to enhance fan experience across South Africa

South African Breweries (SAB) and SA Rugby have announced a major extension of their long-standing relationship, marking a new chapter in a partnership that stretches over five decades. SAB has officially become the new long-term Events Delivery Partner for SA Rugby, aiming to elevate the match-day experience for Springbok fans both in and outside the stadium.

The agreement, set for an initial five-year period, will see SAB take full responsibility for delivering SA Rugby events. This includes in-stadium fan activations as well as immersive experiences outside the stadium through its Castle Lager Boktowns, which will be hosted at venues around the country.

Castle Lager Boktowns are set to become a cornerstone of the fan experience, offering supporters who can't attend games in person the opportunity to gather and celebrate the national team in a communal atmosphere. These events will showcase live screenings, entertainment, and activations that bring the spirit of the game to local communities.

SA Rugby CEO Rian Oberholzer welcomed the partnership as a significant step forward.

“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,” Oberholzer said.

“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 through Boktowns. The new Boktown will allow fans to taste the Test match vibe at the best seats not in the stadium and bring fans ever closer to the game day experience.”

SAB CEO Richard Rivett-Carnac said the partnership reflects SAB’s ongoing commitment to national pride and accessibility in sport.

“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,” Rivett-Carnac said.

“This milestone underscores our continued commitment to excellence, national pride and access to world-class rugby for all South Africans.”

The official unveiling of the agreement took place on Friday and was attended by Springbok players Elrigh Louw, Ruan Nortje and Morne van den Berg, as well as SA Rugby executives and representatives from SAB and the Ministry of Sport.

Minister of Sports, Arts and Culture Gayton McKenzie praised the partnership as an example of what corporate and cultural alignment can achieve.

“We are celebrating more than a sponsorship; we are celebrating a shared national spirit,” McKenzie said.

“The enduring relationship between Castle Lager and SA Rugby 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 in the role that sport plays in unity, pride and social upliftment.”

The partnership aligns with SAB’s broader mission of inclusivity and community upliftment as the company celebrates 130 years of presence in South Africa. With Castle Lager continuing its role as a heritage brand deeply linked to the nation’s sporting identity, this new collaboration with SA Rugby aims to strengthen the connection between fans and the sport they love.

The joint effort promises to reshape the fan experience and provide greater access to the thrills of Springbok rugby, whether inside stadiums or at Boktown venues across the country.