SAB Deepens Its Commitment to Football as Official Beer Sponsor of the FIFA World Cup
South African Breweries (SAB), through its iconic brands Castle Lager, Carling Black Label and Flying Fish, is celebrating a key milestone as the nation looks ahead to the FIFA World Cup 2026. Reinforcing its proud legacy in South African sports sponsorship, SAB is reaffirming its commitment to soccer and the next chapter of its enduring support for the country’s sporting heritage.
For over 130 years, SAB has stood at the heart of South Africa’s defining sporting moments. In the last five years alone, the company has invested heavily in soccer and grassroots sports development, shaping the nation’s passion for the game from the bottom up. From the Premier Soccer League victories to Bafana Bafana’s historic triumph in the 1996 African Cup of Nations, SAB has united fans and celebrated the pride, emotion, and connection that sport inspires.
Soccer has always been central to SAB’s sponsorship journey. For generations, iconic brands like Castle Lager and Carling Black Label have fuelled the nation’s love for the beautiful game. The company’s support has been unwavering, from standing with Bafana Bafana during challenging times to celebrating their participation in the 2025 AFCON in Morrocco.
“At SAB, sports sponsorship is about forging authentic connections with fans, investing in grassroots development, and driving social cohesion. By supporting South African sports at every level, we’re creating opportunities for communities to thrive and uniting the nation through the power of sport,” said. Richard Rivett-Carnac, SAB CEO
Castle Lager’s enduring partnerships with Bafana Bafana, the Proteas, and the Springboks have cemented its role as a custodian of national sporting pride.
“Castle Lager has proudly supported South African sport for decades, and our enduring partnership with Bafana Bafana is a testament to that commitment,” says Vaughan Croeser, VP of Marketing at SAB. “As the national beer and official sponsor of the FIFA World Cup 2026, we are honoured to celebrate the team’s qualification and showcase Mzansi’s finest football talent to the world, while continuing to build the legacy of this iconic brand,”.
Carling Black Label, through initiatives such as the Carling Cup, has strengthened fan engagement by giving supporters a meaningful voice in the game, reflecting SAB’s belief that sports sponsorship is about connection and community, not just visibility.
“Carling Black Label has always stood for champions. Built on craft and the belief that hard work deserves reward; it has earned international honours and the loyalty of millions. Now, at the world’s biggest sporting stage, Carling Black Label stands alongside another global icon, the FIFA World Cup. Here, two champions meet to celebrate those who rise, persevere, and earn their place at the top,” said Croeser.
“As we prepare for FIFA World Cup 2026, SAB remains committed to uniting and uplifting South African sport,” concludes Rivett-Carnac. “Through authentic sponsorship and long-term investment, we’ll continue supporting the players, fans, and communities that make sport the heartbeat of our nation.”
With a strong focus on grassroots sports, national team support, socialisation and fan engagement, SAB is shaping a future where sport unites the nation and drives economic inclusion and progress for generations to come.
About SAB
The South African Breweries (SAB) has reimagined what a beer company can be and has anchored this in a powerful brand purpose – We Dream Big to Create a Future With More Cheers. At SAB it’s always about more than the beer. We are driven by our passion to demonstrate the unique power of beer to propel South Africa forward. Since our inception over 130 years ago, SAB has grown to become South Africa’s largest brewer, a powerful economic contributor, a leader in sustainability, and a champion of responsible consumption. SAB is one of South Africa’s admired companies and corporate brands. The company operates 7 breweries and 42 depots in South Africa, a total workforce of approximately 5 000, and supports a beer economy ‘from seed to sip’ of over 250 000 jobs. Its portfolio of beer brands meets the needs of a wide range of consumers and includes leading brands in beer and beyond such as Castle Lager, Castle Free, Carling Black Label, Corona, Brutal Fruit, and Flying Fish.