The Orlando Pirates' sponsorship roster continues to grow with the addition of Amstel Lager as their new official beer partner. This announcement comes on the heels of the club's recent deal with Suzuki, positioning the Buccaneers with two major new brand collaborations.
This landmark collaboration, hailed as a “refreshing shift in taste, tone, and tradition,” brings together two giants of South African culture in a partnership built on shared values of quality, unity, and loyalty.
The announcement was met with a celebratory atmosphere, with both parties expressing their excitement about the future.
WHAT PIRATES MARKETING MANAGER SAID
Sindi Sibisi, Orlando Pirates Marketing Manager, emphasized the depth of the partnership, stating, “This is more than a sponsorship, it’s a celebration of the people and connections that define South African football. Amstel’s focus on quality friendships and authentic fan connection aligns seamlessly with Pirates’ history, heritage, and future. This partnership reflects a new era rooted in mutual respect and a shared belief in quality over compromise.”
Andrea Quaye, Marketing Director at Heineken Beverages, echoed this sentiment, highlighting Amstel's commitment to quality and community.
“At Amstel, we've always recognised quality, and Orlando Pirates embody that. They’re more than a football team; they’re a symbol of legacy and leadership. We believe great beer brings people together, but it’s great friendships that make those moments last.” Quaye added that the partnership “signals a changing landscape in local football, one where fans are ready for something meaningful.”
The collaboration is set to redefine the fan experience, with plans for a series of fan-focused activations both in-stadium and beyond.
These initiatives are designed to transform match day into a celebration of connection, passion, and pride, strengthening the bond between the club and its dedicated supporters.
Club legend Happy Jele, a figure synonymous with the Pirates' ethos, concluded the announcement with a powerful statement on the partnership's significance.
“At Pirates, doing things the right way has always mattered, how we play, how we carry ourselves, how we connect. This partnership with Amstel isn’t just about beer, it’s about belief. Belief in legacy, belief in quality, and belief in unity. That’s what makes it special.”
This union between Orlando Pirates and Amstel Lager marks a significant moment for South African football, promising a future where the passion on the field is matched by a celebration of community and camaraderie off it.
It’s a partnership built on shared values, a commitment to quality, and a belief that together, they can create a lasting legacy for fans and the sport alike.
