Johannesburg: Millions of sport-loving South Africans will heave a collective sigh of relief after The South African Breweries (SAB) through Mzansi’s national beer, Castle Lager, announced that, together with another corporate, it has inked a partnership with the South African Broadcasting Corporation (SABC) that will enable the public broadcaster to televise the key matches live during the 2023 Rugby World Cup.
SAB’s Chief Executive Officer, Richard Rivett-Carnac said “The opportunity to partner with our national broadcaster to provide access for all South Africans to the Rugby World Cup and foster national unity as we back the Boks was an easy decision to make. SAB has a great heritage and history in sports sponsorships across various sporting codes. At a time where our country is facing many challenges, the Rugby World Cup provides us an opportunity to unite and be reminded of the very best of what it means to be proud South Africans.”
A total of 16 matches will be broadcast live by the SABC, including the opening ceremony and opening match, all Pool B matches that the Springboks participate in, two quarter-final matches, one semi-final match, and the final and closing ceremony. All the Springbok matches in the tournament will be televised.
The matches will be televised live on SABC 2 television channel as well as key radio stations.
SAB’s timely investment to help secure the broadcasting rights of the 2023 Rugby World Cup matches, was finalised with the SABC on the eve of the commencement of rugby’s much-anticipated global showpiece which kicks off on Friday, 8 September 2023. The partnership will ensure that all South Africans will have an opportunity to witness their national heroes as they look to conquer the world in the much-anticipated tournament.
“We are delighted that we are able to partner with the national broadcaster to give South Africans the opportunity to cheer for and rally behind their national heroes during a tournament of this magnitude. We share with pride, as the nation’s favourite beer, this joyous occasion where the power of sports will once again be on full display. This partnership gives expression to Castle Lager’s brand ethos of ensuring that our national heroes feel the support of the Rainbow Nation every time they step out onto the field. Through this partnership, Castle Lager will play a role in ensuring that rugby fans across the length and breadth of this beautiful country will be able to witness live every tackle, every scrum and every penalty by the Boks!
Castle Lager has established itself as an iconic brand which has proudly unified the nation through its passion for sport. The partnership is one way to showcase how the unifying beer’s continued support for the Springboks will inspire South Africans to come together in the true Mzansi spirit of oneness. It was only natural for the brand to throw its weight behind this initiative of securing broadcasting rights to the 2023 Rugby World taking place in France and ensuring that the 16th player, our passionate fans, are part of this rugby extravaganza. We are looking forward to an exciting and exhilarating tournament, confident in the knowledge that as they take on the world, they do not stand alone, a nation stands with them,” says South African Breweries Vice President for Marketing, Vaughan Croeser.
Now in its 128th year existence, Castle Lager has been at the forefront of the success of the Springboks for over two decades. Its ‘greatness is brewing’ campaign seeks to remind South Africans of the greatness within the nation and in our sporting heroes that we all share as we go into the Rugby World Cup tournament.
“The brand has also cemented their position in national sports in South Africa through its sponsorship of national teams such as the Proteas and Bafana Bafana in line with its quest to establish its place in South African communities as a brand that celebrates unity, that brings people together, the brand that is able to cultivate and create a spirit of ‘oneness’ in the nation. We are pleased that we could, once again, come on board to enable South Africans to enjoy this momentous and historic occasion in the history of sports,” Croeser concludes.
To engage with the SAB corporate brand, check out www.sab.co.za and follow Castle Lager’s official social media pages:
- Facebook: Castle Lager SA
- Twitter: @CastleLagerSA
- Instagram: castlelagersa
Distributed on behalf of The South African Breweries and Castle Lager by M-Sports Marketing Communications: (011) 781-9724For interview opportunities, please contact Keabetswe Taele on: Keabetswe@msportsmarketing.co.za