Pirates and Amstel join forces in new partnership

Orlando Pirates have secured another major sponsorship, naming Amstel Lager as their new official beer partner. The club hailed the deal as “a refreshing shift in taste, tone, and tradition for the game.”

This announcement on Wednesday at Orlando Stadium in Soweto follows closely on the heels of the recent partnership with automotive giant Suzuki South Africa, showcasing the club’s rapid brand growth.

The Buccaneers are leveraging their on-field success and massive fan base to attract top-tier sponsors. This was evident at a sold-out Orlando Stadium on Saturday, where Pirates defeated Polokwane City FC 2-0 in the MTN8 quarter-final to advance to the semi-finals against Mamelodi Sundowns.

According to a club statement, the new chapter with Amstel “sees Pirates raise a glass to a partner whose values mirror their own: quality, unity, and loyalty.”

Pirates marketing manager Sindi Sibisi highlighted that the partnership is more than just a sponsorship; it’s “a celebration of the people and connections that define South African football.” She added that Amstel’s focus on “quality friendships and authentic fan connection aligns seamlessly with Pirates’ history, heritage, and future.”

Heineken beverages managing director Andrea Quaye echoed this sentiment, stating that Amstel has always recognised quality, and Orlando Pirates perfectly embodies that. “They’re more than a football team; they’re a symbol of legacy and leadership,” Quaye said. “We believe great beer brings people together, but it’s great friendships that make those moments last.”

Club legend Happy Jele also weighed in on the significance of the partnership. “This isn’t just about beer, it’s about belief. Belief in legacy, belief in quality, and belief in unity. That’s what makes it special,” he said.