Orlando Pirates “new home” unveiled

Stadium Management South Africa CEO Bertie Grobbelaar believes the commercialisation of the newly-renamed Orlando Amstel Arena marks a turning point for both rebranding and innovation at the iconic venue.

The unveiling of the Orlando Amstel Arena will be followed by its first official match under the new name, when Orlando Pirates host Magesi in a Betway Premiership clash on January 31, a fixture that marks the beginning of a new chapter in the club’s storied history.

The Dutch brewery Amstel, which partnered with Orlando Pirates last year, has now secured the naming rights to the club’s home ground. This is the first naming rights deal since French cement company Lafarge, and Grobbelaar highlighted how the agreement will reshape the stadium’s future.

“The most important thing is that we now generate revenue from this commercial deal – revenue that allows us to upgrade and innovate around the spectator experience,” Grobbelaar explained.

He pointed to tangible improvements already underway, such as addressing seating issues and adding 11 new suites on the northern side of the stadium. “Being in a position to do all of that is thanks to the revenue generated from this deal. I don’t know of another commercial deal in this format, so perhaps it will change the landscape a bit,” he added.

For Amstel, the partnership is about more than branding, it’s about preserving heritage. Andrea Quaye, Marketing Director at Heineken Beverages, emphasised the importance of keeping “Orlando” in the name.

“We wanted to enhance the fan experience and contribute to football culture in South Africa. Keeping ‘Orlando’ was essential because of its heritage and iconic status. Adding Amstel gives it a touch of flair—so it’s Orlando Amstel Arena,” Quaye said.