SAFA signs watered-down beer deal

13 July 2012 | Posted in Sponsorship, Soccer, Africa | By Tom Love SAFA signs watered-down beer deal

The South African Football Association (SAFA) has confirmed the signing of a multi-year extension with South African Breweries (SAB) brand Castle Lager.

Having initially sponsored SAFA in 1992 as the national team's first sponsor, Castle Lager's latest renewal will see the brand paying R100 million (US$12 million) over a five-year period to continue as a sponsor of South Africa's national soccer team, Bafana Bafana.

Castle Lager's US$2.4 annual committment to SAFA represents a significant decrease in from previous agreements. The previous five-year sponsorship, which covered South Africa's hosting of the 2010 Fifa World Cup, was worth R250 million (US$30 million).

“We are extremely proud of our association with Bafana Bafana and thrilled to renew our sponsorship of the team for a further five years," said SAB executive director corporate affairs and transformation Vincent Maphai. "Over the last twenty years we have stood by them during their highs and lows and look forward to making a meaningful contribution, as they re-establish themselves at the top of African football, starting with the 2013 African Cup of Nations.

“As much as we focus on the past and our long and fruitful relationship with Bafana Bafana, we at SAB are excited about the future of the team with the 2013 Africa Cup of Nations and the 2014 Fifa World Cup on the horizon. We will continue to lend whatever support we can to the team to ensure that future South African stars get the same wonderful opportunities at international level that those over the past 20 years have enjoyed,” Maphai added.

SAFA president Kirsten Nematandani said, "Castle Lager has always been Bafana Bafana’s undisputed number one supporter and we as SAFA are very excited and grateful at this sponsorship extension. Castle Lager has always been synonymous with the country’s senior men’s national team and the next five years is going to continue the exciting journey. For any national team to do well on the international stage, there is need for financial backing and we are very grateful to Castle Lager for sticking with Bafana Bafana through thick and thin."