Orlando Pirates Football Club has officially welcomed Amstel Lager as their new official beer partner, marking a significant shift in the club’s commercial landscape. The partnership, announced ahead of the 2025/26 season, replaces the long-standing sponsorship with Carling Black Label, which began in 2011 and concluded earlier this year.
Described by the club as “a refreshing shift in taste, tone, and tradition for the game”, the deal signals a new era in fan engagement and brand collaboration for the Soweto giants. While the financial terms remain undisclosed, both parties have hinted at innovative marketing activations, community events, and matchday experiences designed to strengthen connections with supporters.
The move is part of a broader sponsorship evolution at Orlando Pirates. In July, the club also announced Suzuki Auto South Africa as the official vehicle partner and premium kit sleeve sponsor, while SuperSportBet came on board in 2024 as the official betting partner.
Orlando Pirates’ leadership expressed excitement about working with Amstel Lager, noting the brand’s heritage and premium positioning as a strong fit for the club’s identity. Plans for the partnership are expected to include exclusive promotions, fan-focused events, and collaborative content celebrating the culture of South African football.
With the club’s growing commercial portfolio and record fan engagement—highlighted by a 3.7 million-strong audience for the recent Soweto Derby—this latest sponsorship underscores Orlando Pirates’ continued strength as one of the country’s most marketable sports brands.
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