The South African Breweries (SAB) and LIV Golf South Africa have announced their bold new partnership, marking another significant moment in South Africa’s sporting landscape. SAB has a long- standing history in sport sponsorship and as one of the country’s most established corporate citizens, the company continues to invest in innovation, culture, and nation-building, as it celebrates over 130 years of commitment to South Africa. With that legacy as the backdrop, Castle Lite was the natural choice to champion SAB’s entry into LIV Golf.
With more than four decades of supporting national sporting teams and major sporting moments. This partnership represents the next chapter in that legacy, a modern, dynamic collaboration designed to ignite passion, elevate experiences and connect people.
As a brand rooted in crisp refreshment, energy, and unlocking unforgettable experiences, Castle Lite has consistently redefined what modern lifestyle engagement looks like. From Castle Lite Unlocks to SVNS, SA20, and the Basketball Africa League, the brand has proven its ability to turn major events into culture- shaping moments for the fans.
“At SAB, sport has always been a powerful platform to bring South Africans together, reflect our commitment to innovation, and celebrate the spirit of the nation. Partnering with LIV Golf’s ‘party hole’ and main stage allows us to contribute to a sporting experience that is modern, world-class, and exciting for fans,” said Vaughan Croeser, Vice-President of Marketing at SAB. “LIV has energised the global golf landscape, and aligning with them enables us to elevate the South African tournament experience both on and off the course, allowing us to remain present in the moments that unite South Africans in celebration and unforgettable experiences,” Croeser added.
Commenting on the partnership, Chris Bentley, LIV Golf Regional Managing Director, said: “We are immensely proud to welcome Castle Lite and SAB as official partner of South Africa’s inaugural LIV Golf event. Aligning with one of the country’s most respected and iconic brands underscores the significance of this moment for golf in South Africa. Their unwavering dedication to elevating fan experiences and driving innovation reflects our own ambition to redefine the sport—making it more dynamic, inclusive, and entertainment-driven. Together, we’re not only shaping an unforgettable tournament but ushering in an exciting new era for the game in our remarkable country.”
The partnership demonstrates a commitment to delivering world-class sporting experiences in South Africa and has received strong support from the government.
Minister of Sport, Arts and Culture, Gayton McKenzie, said, “We are proud to host global super-events that not only showcase our world-class sporting talent but boost local businesses, inspire our young people, and put South Africa firmly on the world map. What’s great about LIV Golf is there is a wonderful all-star South African team, and the concerts they put on after the golf are world-class entertainment.”
He said the partnership was exactly the kind of bold, practical collaboration needed to push the sports industry forward.
Having spent time with South Africa’s LIV team, Stinger GC, in Korea and the UK earlier this year, the Minister said he had seen first-hand how much excitement the team was generating internationally and how big this tournament could be for the country.
“This tournament is going to open doors, bring visitors, and inject a new energy into South African golf – and we welcome any initiative that grows the game and brings real benefits to our people,” the Minister added.
The LIV Golf “party hole” is a unique, fan-focused feature that creates a festive, stadium-like atmosphere on a specific hole, it will be the 17th at Steyn City and known as “The Lion’s Den”.
LIV Golf South Africa will take place at The Club at Steyn City from 19–22 March 2026, bringing global superstars like Louis Oosthuizen, Bryson DeChambeau, and Jon Rahm, alongside world-class entertainment and a festival-style fan experience, to Johannesburg.
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