A new chapter in South African football began on Thursday as Orlando Pirates Football Club unveiled Amstel Lager as their new official beer partner, signaling a refreshing shift in taste, tone, and tradition for the game.
The merging of two icons of South African culture sees Pirates raise a glass to a partner whose values mirror their own: quality, unity, and loyalty.
“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,” said Sindi Khumalo-Sibisi, Orlando Pirates Marketing Manager.
The partnership will come to life through a series of fan-focused experiences, both in-stadium and beyond, all designed to elevate matchday into a celebration of connection, passion, and pride.
Big moves. Bigger vibes. @orlandopirates x @AmstelSA are joining forces. Watch how this partnership is rewriting the rules. 🎥 #AmstelMoments #OrlandoPirates pic.twitter.com/WUXJGPn3QM
— Joe Maluleke (@JoMaluleke) August 6, 2025
“At Amstel, we’ve always recognised 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,” added Andrea Quaye, Heineken Beverages Marketing Director.
Club legend Happy Jele concluded, “At Pirates, doing things the right way has always mattered, how we play, how we carry ourselves, how we connect.
"This partnership with Amstel 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.”