SAB’s investment in South African football
SAB has a rich history of involvement in South African football dating as far back as the late 1950’s. It began with the flagship brand, Castle Lager, investing in the National Football League in 1959 and culminated in its current sponsorship of the national team, Bafana Bafana.
Today, SAB prides itself on its all-inclusive commitment to football in South Africa. We invest in developing players at grassroots level through our three properties – the SAB League, Castle Lager Superstars and Carling Black Label’s Coach the Coaches programme.
SAB believes in South Africa, we are passionate about our country and are committed to developing the future of football from grassroots level right up to the national team.
Our efforts are underpinned by out six decade involvement in football, driven by the sport’s proven track record of uniting people and nations, and the positive impact this has on our communities and our country.