Tana Malinga
In a landmark moment for South African sport, The South African Breweries (SAB) and LIV Golf South Africa have unveiled a powerful new partnership, elevating the country’s position on the global sporting stage. With more than 130 years of commitment to South Africa and an unmatched legacy in major sports sponsorships, SAB has named Castle Lite as the lead brand to champion its entry into LIV Golf.
Castle Lite, long celebrated for injecting energy and cultural impact into major events, from Castle Lite Unlocks to SVNS, SA20 and the Basketball Africa League, now steps into golf with the same refreshing boldness. The partnership signals a modern era of world-class fan experiences, innovation, and unforgettable moments.
“At SAB, sport has always united the nation and showcased our spirit of creativity,” said Vaughan Croeser, SAB Vice President of Marketing. “Partnering with LIV Golf’s iconic ‘party hole’ and main stage allows us to elevate the South African experience both on and off the course. LIV has re-energised global golf, and together we’ll deliver moments that truly connect South Africans.”
LIV Golf Regional Managing Director Chris Bentley echoed this excitement: “Welcoming Castle Lite and SAB as official partner of South Africa’s first LIV Golf event is a proud moment. Castle Lite is one of the country’s most respected brands, and their passion for innovation mirrors our drive to redefine the sport. This partnership opens the door to a new, dynamic era for golf in South Africa.”
The collaboration comes with strong government backing.
Minister of Sport, Arts and Culture Gayton McKenzie praised the partnership, saying South Africa is proud to host global super-events that grow the economy, inspire youth and showcase world-class talent. “LIV Golf brings outstanding athletes, premium entertainment, and a powerful platform for our country. This tournament will open doors, bring visitors and create fresh energy for South African golf.”
The Minister, who spent time with South Africa’s LIV team Stinger GC in Korea and the UK earlier this year, said he witnessed first-hand the international excitement surrounding the team.
A major highlight of the event will be the electrifying LIV Golf ‘party hole’, a fan driven, stadium-style experience set at the 17th hole at Steyn City, officially named “The Lion’s Den.”
LIV Golf South Africa is scheduled for 19–22 March 2026 at The Club at Steyn City, bringing global superstars Louis Oosthuizen, Bryson DeChambeau, and Jon Rahm, accompanied by festival-style entertainment, concerts, and an immersive fan village, all in the heart of Johannesburg.
This partnership sets the stage for a new chapter in South African sport: bold, modern, refreshing, and built for unforgettable moments.
