Cheers all round as SAB extends SA Rugby deal

2016-04-18 12:16
Jurie Roux (Gallo)

Cape Town - South African Breweries (SAB) has renewed its sponsorships with SA Rugby for another five years, extending the popular Castle Lager brand’s association with rugby to 23 years.

The partnership ensures Castle Lager remains the title sponsor of the incoming series – this year a mouth-watering three-Test series against Ireland in June - as well as of the Castle Lager Rugby Championship and the Castle Lager Outgoing Tour. They are also an associate sponsor of the Vodacom Super Rugby competition.

“SAB has been a loyal partner to SA Rugby dating back to the days when rugby was an amateur sport, so it gives me great pleasure to continue our association with them,” said Jurie Roux, CEO of SA Rugby.

“Their commitment to rugby and sport in general in South Africa is commendable, and it has certainly been a mutually beneficial relationship for both organisations over the years.

“SAB, through its various brands, has promoted nation-building in sport, and particularly in rugby - something we feel equally strongly about, and rugby has delivered in sporting highlights since democracy came to South Africa.

“We look forward to another fruitful five years with them as partners.”

Nic Scheijde, Castle Lager General Manager, was equally delighted with the renewal and said it reinforced SAB and Castle’s commitment to the sportsmen and woman of South Africa and the fans that support our teams.

“Castle Lager has become synonymous with Springbok rugby over the years,” said Scheijde.

“When the Springboks play live or on TV it is where good beer, good friends and good times come together with Castle Lager and we are pleased to have secured the rights to this wonderful South African ritual for the next five years.” 

SAB’s founding brand, Castle Lager, began its association with SA Rugby and the Springboks in 1997 when it took over from another popular SAB brand, Lion Lager. In 2000 SAB signed a four-year co-sponsorship deal which saw Castle Lager take over as the Springbok sponsor.

The brand later signed a contract in 2011 as the title sponsor for the then Tri-Nations, now the Rugby Championship, and the Springboks’ incoming and overseas tours, traditionally in June and November every year.

Nic Scheijde (General Manager: Castle Lager) and Errol Madlala (Sponsorship Manager: SAB), with new Springbok coach Allister Coetzee and SA Rugby CEO Jurie Roux

Read more on:    springboks  |  rugby

What To Read Next


Read News24’s Comments Policy

Live Video Streaming
Video Highlights
Sport Talk

05 November 2016
Barbarians v South Africa, London 17:00
12 November 2016
England v South Africa, Twickenham 16:30
19 November 2016
Italy v South Africa, Stadio Artemio Franchi 16:00
26 November 2016
Wales v South Africa, Principality Stadium 19:30

Did Stormers and Springboks lock Pieter-Steph du Toit deserve to be named SA Rugby Player of the Year?

Love 2 Meet
English Premiership flutter

Take Sport24's "expert" tips at your peril...


With the Absa Premiership in full swing, who will be crowned champions when all is said and done? Will Mamelodi Sundowns defend their title? Or can Kaizer Chiefs, Orlando Pirates or Bidvest Wits mount a serious challenge? Stay glued to Sport24 to find out!

Latest blogs

Twitter Follow Sport24 on Twitter

Facebook "Like" Sport24's Facebook page

WIN Enter and win with Sport24!

BlackBerry Stay in the loop on your BlackBerry

RSS Feeds Sport news delivered really simply.

There are new stories on the homepage. Click here to see them.