Castle Lite dunks into Basketball Africa League, elevates fan experience

In a move that cements Castle Lite’s position as a well-renowned and reputable customer-centric brand, the premium easy drinking lager has announced a collaboration with the Basketball Africa League (BAL) as a pan-African partner.

Castle Lite’s multiyear agreement with the BAL, which is part of the NBA and AB InBev’s global collaboration, aims to engage fans through the game of basketball in South Africa and across the rest of the continent.

The BAL, which recently tipped off its fourth season with games at the SunBet Arena in Pretoria, in South Africa as part of the inaugural Kalahari Conference group phrase, is at the forefront of the growth of the game of basketball on the continent. The league’s intersection with pop culture aligns with Castle Lite’s ethos to unlock the essence of fan culture while championing an active lifestyle.

Castle Lite will activate across the entire competition, which features a record 48 games across four major African cities: Pretoria, Cairo, Dakar and Kigali. Castle Lite’s approach to enhancing the fan experience and the enthusiasm surrounding the game of basketball will create an electrifying combination that celebrates the essence of sportsmanship and urban culture in fashion, music and style.

“We are thrilled to collaborate with the Basketball Africa League and be a part of this exciting journey,” said Colleen Duvenage, Brand Director at Castle Lite.

“As a brand that embodies innovation and an ‘in-it-for-the fans’ attitude, we see this collaboration as an opportunity to elevate the fan experience and bring people together through the love of basketball. The BAL’s fourth season also presents a platform for Castle Lite to showcase our commitment and highlight growth opportunities in the game on the African continent. Castle Lite is thrilled to be involved in basketball as a game that has a passionate following and continues to grow at an exponential rate across the globe.”