THE BUSINESS OF SA20: COLLEEN DUVENAGE

With a long-standing history of championing sport in the country, SAB and Castle Lite’s partnership with Betway SA20 was a natural fit. The premier lite beer brand has come on board to bring the lite site to SA20 and to engage fans and consumers with innovative activations across the six stadiums. Castle Lite Brand Director, Colleen Duvenage explores the different synergies that led to their signing as the Official Beer Partner of South Africa’s premier T20 cricket League.  

Why does SAB have such an affinity to sport in South Africa?  

South African breweries has had a long history of supporting sport in South Africa, it's way more than just a beer selling opportunity. Sport has this natural ability to bring people from all walks of life together, so when Castle Lite saw this opportunity, it felt like a natural fit for the brand.  

What stood out the most about the SA20 brand?

It's an amazing property, we saw the potential that it has from last year season. It’s about all the light side of sport and bringing a different perspective on sport. The format of SA20 is about the fun, it is about the fans, it's really all about that ‘gees’.   

What makes Castle Lite and SA20 the perfect fit?  

The SA20 brand we saw in the stadiums and on TV was more than just about sport; it was a celebration of the fans, that’s where I believe the synergy is so perfect. Castle Lite is the brand of the fans, of the people, and of the community that comes to watch, whether it be in the stands or at home. I believe the two brands fit beautifully together; both have enjoyment at the heart of what they trying to achieve.  

What are you looking forward to the most in Season 2? 

What I am really excited about in Season 2 is what we are calling the Party Zone at every match. This is a designated area for over 18 fans to come and really maximise their experience, we have great entertainment lined up, we have great prizes and obviously extra cold refreshment, which is really the focus of this area. It’s really going to be the place that everyone over the age of 18 wants to be at.