One Nation, One Beer, One Goal: The Power of Sponsorship in Sport

I remember when South Africa won the Rugby World Cup in 1995—how I felt, the euphoria that swept across the country.

- Vaughan Croeser

That moment, broadcast on TV nationwide, remains vivid in my memory. Another cherished moment was the 2009 British and Irish Lions tour. I was at the stadium hosting SAB customers, and the Castle Lager never tasted better than on that sunny day. At the Castle Lager activation area, I bumped into friends from university, feeling proud to be part of the team that brought this special rugby tour to South Africa.

The passion and emotion that sport evokes are extraordinary. They are among the many reasons I am proud to work for a company committed to supporting sports development through sponsorships.

This year, as SAB celebrates 130 years of dedication to South Africa, it’s impossible not to reflect on how deeply sport and beer have been intertwined in that journey. From township rugby fields to iconic stadiums, SAB has stood alongside moments that unite South Africans in celebration and pride.

Sponsorship in sport is often viewed as a branding tool, but it means so much more. The core of great sports sponsorship is passion. Sport stirs profound emotions and holds a unique place in South African society. It's not just about games but about moments that bring us together, fostering unity and national pride. Through sports, we find social cohesion. They inspire us—showing what's possible when we do things right—and when we win, hope is reignited, inspiring future generations.