When some of the biggest names in world sport trade their usual playing fields for the fairways of The Links at Fancourt, the action promises to be about more than just competition. Heineken Beverages has announced a multi-brand partnership with the Icons Series for the upcoming Icons Cup South Africa, taking place from 11–13 December 2026.
The partnership brings together three of its well-known brands: Windhoek Beer, Savanna Cider and Amarula Liqueur, setting the stage for three days of sporting rivalry, entertainment and fan experiences. Under a two-year agreement, Windhoek Beer will lead as the Official Beer Partner, alongside Savanna Cider as the Official Cider Partner and Amarula Liqueur as the Official Cream Liqueur Partner. Each brand will bring its own identity to an event that combines sporting excellence with entertainment, camaraderie and a shared appreciation for the game.
Beyond the competition, the partnership aims to elevate the overall fan experience. Windhoek Beer will bring its Refreshingly Real spirit to the course by taking ownership of the 19th Hole, a space where players and spectators can gather after the day’s action to share stories and relive the highlights. Savanna and Amarula will complement the experience through dedicated fan activations across the venue, giving spectators opportunities to enjoy the atmosphere and support their sporting heroes.
The excitement will also extend beyond Fancourt. From 1 November, Windhoek Beer promotions will run throughout the month at selected golf courses across the Western Cape and retail outlets in George. Consumers will have opportunities to win prizes, including tickets to the Icons Cup South Africa, offering fans a chance to watch some of the world’s most celebrated sporting personalities up close.
On the course, Team South Africa, captained by Ernie Els, will go head-to-head with Team World, led by José María Olazábal, in a match-play showdown featuring an impressive collection of sporting legends. The line-up includes cricket greats Jacques Kallis, AB de Villiers and Brian Lara; rugby stars Schalk Burger and Fourie du Preez; football icons John Terry and Dwight Yorke; and tennis champion Ash Barty. Bringing together personalities from different sporting disciplines, the competition promises a unique clash of sporting cultures.
Speaking about the partnership, Thomas Brookes, CEO and Founder of the Icons Series, highlighted the importance of working with brands that understand the value of creating memorable experiences for fans.
“Heineken Beverages are one of the world’s most accomplished brands, synonymous with world-class partnerships in South Africa. The way we have worked together over the past few months has shaped this into the exciting collaboration it has become. Each of their brands will add something genuine for the fans at The Links and the audience watching at home. This deal sets the standard for how we want to work with every partner that engages with us,” said Brookes.
Kavir Gangiah, Head of Consumer Experience and Sponsorships at Heineken Beverages, added that the Icons Cup aligns with the company’s approach to bringing brands and sporting culture together.
“The Icons Cup brings together world-class game-changers in an authentic environment, making it the perfect fit for Heineken Beverages and our brand portfolio.
“With Windhoek taking the lead and launching the 19th Hole, its new experience platform, bringing people together beyond the course through great draught, live entertainment and refreshingly real experiences. Savanna bringing signature unscripted comedic banter but this time to the fairways, and Amarula hosting premium sunset celebrations under African sky, we are delivering unforgettable experiences across every fan occasion. Through extensive paid media, broadcast integrations, and in-store activations, we look forward to bringing the excitement of the Icons Cup to sports fans across South Africa,” said Gangiah.
The Icons Cup South Africa takes place from 11–13 December 2026 at The Links at Fancourt in George. Tickets and exclusive hospitality packages are available through icons-series.com.