Castle Free brews up sponsorship of Springbok Sevens team
South African Breweries (SAB) today announced its sponsorship of the Springbok Sevens rugby team and its backing of the Blitzbok with its new alcohol-free beer, Castle Free.
The three-year sponsorship was announced at the SAB offices in Bryanston, Johannesburg, and brings together South Africa’s first homebrewed no-alcohol beer with the country’s two-time Sevens World Series champions.
“We are delighted to partner with the Springbok Sevens team. Castle Free is a product that represents a new era in our own brewing standards while at the same time offering the fans the opportunity to make the kind of smart choices off the field as their favourite players do on it,” said Tania Cloete, Marketing Manager Castle Free
Castle Free is SAB commitment to the South African government to introduce and promote new no- and lower-alcohol products to the South African market, and brew them in South Africa.
It forms part of SAB Global Smart Drinking Goals, and which is aimed at fostering a culture of smart drinking amongst consumers and reducing the harmful use of alcohol.
“This sponsorship is an extension of our ongoing commitment to ensure that no- and lower-alcohol beer products represent at least 20% of our organisation’s global beer volume by the end of 2025,” said Andrea Quaye, Vice President of Marketing
Jurie Roux, Chief Executive Officer of SA Rugby, welcomed the new sponsorship as representing a new shift in sports sponsorship.
“The Castle Free sponsorship of the Springbok Sevens team is a great example of responsible sponsorship and we applaud SAB for their commitment to not only the team, but also to the fans and their enjoyment and experience of the games.”
Apart from the quest to win a third Sevens World Series title, the Springbok Sevens team is also preparing for the Commonwealth Games in Australia this April where they will be seeking to win back-to-back gold medals following their overall victory at the 2014 Commonwealth Games.
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