Castle Lite Throws an Epic Slam Dunk with Basketball Africa League Partnership
In a move that further solidifies Castle Lite’s reputation as a customer-centric brand, the premium easy drinking lager has teamed up with the Basketball Africa League (BAL) in a pan-African partnership. This collaboration, a multiyear agreement as part of the NBA and AB InBev’s global initiative, aimed to electrify fans across South Africa and the continent with the thrilling game of basketball.
Kicking off its fourth season with games at the SunBet Arena in Pretoria, South Africa, as part of the inaugural Kalahari Conference group phase, the BAL showcased the forefront of basketball’s growth on the continent. Castle Lite’s ethos of celebrating fan culture and promoting an active lifestyle perfectly aligned with the league’s intersection with pop culture.
Throughout the competition, spanning four major African cities – Pretoria, Cairo, Dakar, and Kigali – Castle Lite activated across the entire tournament, amplifying the fan experience with its unique blend of fashion, music, and urban style. With a record 48 games igniting the continent, Castle Lite’s presence added an electrifying dimension, celebrating sportsmanship and urban culture like never before.
Reflecting on the collaboration, Colleen Duvenage, Brand Director at Castle Lite, exclaimed, “We were thrilled to collaborate with the Basketball Africa League and be part of this exciting journey. As a brand that embodies innovation and an ‘in-it-for-the-fans’ attitude, this partnership allowed us to elevate the fan experience and bring people together through the love of basketball. The BAL’s fourth season presented a platform for Castle Lite to showcase our commitment and highlight growth opportunities in the game on the African continent. Castle Lite was ecstatic to be involved in basketball, a game with a passionate following that continues to grow at an exponential rate across the globe.”
Castle Lite’s partnership with the BAL not only reinforced its status as a leading brand in Africa but also highlighted its dedication to fostering a vibrant sports culture across the continent. As Castle Lite joined forces with the BAL, fans experienced an unparalleled sporting extravaganza that celebrated the essence of African basketball and urban lifestyle.
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