In a move that cements Castle Lite’s position as a well-renowned and reputable customer-centric brand, the premium easy drinking lager has announced a partnership with the NBA as a pan-African partner for the Basketball Africa League (BAL). Staying true to the brand’s rich history and core principles, this new partnership is set to once again put their fans at heart of culture and enjoyment. Castle Lite’s involvement with the league sees them pen a five-year deal that aims to lite’n up the game in South Africa and across the rest of the continent. In its fourth installment and taking place for the first time in South Africa, BAL emerges as a powerhouse of growth, merging basketball as well as popular culture off the court. This ecosystem perfectly aligns with Castle Lite’s ethos to unlock the essence of fan culture while championing an active lifestyle.
With its inaugural Kalahari Conference group phase set to kick off from Saturday, March 9 to Sunday, March 17 at the SunBet Arena, BAL season 4 emerges as an exciting opportunity for fans on the continent to experience all the action firsthand. The entire tournament, which comprises three conferences, each housing four teams, will feature a pulsating record-breaking schedule of 48 games across major African cities such as Pretoria, Cairo, Dakar, and Kigali. The synergy between Castle Lite’s approach to enhancing the fan experience and basketball’s innate ability to unearth game-changing sports experiences will create an electrifying combination that celebrates the essence of sportsmanship and urban culture in fashion, music, and style.
“We are thrilled to partner with the NBA Basketball Africa League and be a part of this exciting journey,” said Colleen Duvenage, Brand Director at Castle Lite. “As a brand that embodies innovation and an ‘in-it-for-the fans’ attitude, we see this collaboration as an opportunity to elevate the fan experience and bring people together through the love of basketball. The NBA BAL season 4 tournament also presents a platform for Castle Lite to showcase our commitment and highlight growth opportunities in the game on the African continent. Castle Lite is thrilled to be involved in Basketball as a game that has a passionate following and continues to grow at an exponential rate across the global.”
With Castle Lite providing the extra cold refreshment, the BAL franchise is poised to ignite unparalleled social connections among fans, transcending basketball and
uniting diverse enthusiasts in vibrant celebrations.
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