Pirates Announce Amstel Lager As New Official Beer Partner
Orlando Pirates has announced a new partnership with Amstel Lager, making it the club’s official beer partner. The club stated the deal “is signaling a refreshing shift in taste, tone, and tradition for the game.”
The sponsorship launch event, held at Orlando Stadium, was attended by club legends, including Happy Jele, Edward Motale, and Innocent Maela. Also present were chairman Irvin Khoza and his son, Mpumi Khoza, a club director.
Sindi Sibisi, Orlando Pirates’ Marketing Manager, spoke about the partnership, saying, “This is more than a sponsorship; it’s a celebration of the people and connections that define South African football. Amstel’s focus on quality friendships and authentic fan connection aligns seamlessly with Pirates’ history, heritage, and future. This partnership reflects a new era rooted in mutual respect and a shared belief in quality over compromise.”
Andrea Quaye, Heineken Beverages Marketing Director, added, “At Amstel, we’ve always recognized quality, and Orlando Pirates embody that. They’re more than a football team; they’re a symbol of legacy and leadership. We believe great beer brings people together, but it’s great friendships that make those moments last. This announcement signals a changing landscape in local football, one where fans are ready for something meaningful. We’re here to build a real bond with the club and with the fans.”
The partnership will feature fan-focused experiences both at the stadium and elsewhere, designed to turn match days into a celebration of connection, passion, and pride.
This new deal with Amstel comes shortly after the club partnered with Suzuki as its official vehicle partner. Both Amstel and Suzuki join a list of existing sponsors, including SuperSportbet, Oppo, Aquelle, Marriott Bonvoy, and long-standing partners Adidas (kit sponsor) and Vodacom (headline sponsor).
On the field, the Pirates, who won their first game of the season against Polokwane City in the MTN8 quarter-final over the weekend, will begin their Betway Premiership campaign against Sekhukhune United at Orlando Stadium this Saturday at 15:00.
