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CASTLE South Africa 2009 Lions Series
South African rugby spectators, in terms of their demographic profile and the passion and loyalty they hold for the game, represent a valuable target audience for the ‘South African Breweries’ Castle lager brand. |
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The South African Breweries
With their experience in brokering sponsorship deals, MEGAPRO played a leading role in ensuring that this three way partnership between SAFA and its two Premier Sponsors, Absa and Castle Lager, was speedily and smoothly concluded. |
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Nashua
Team sponsorship renewals together with Nashua’s additional investment in advertising further strengthen Nashua’s positioning in Cricket - with the added benefits of association with such high profile and successful teams. |
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Sponsorship property:
Castle South Africa 2009 Lions Series
Target audience:
South African rugby spectators, in terms of their demographic profile and the passion and loyalty they hold for the game, represent a valuable target audience for the ‘South African Breweries’ Castle lager brand.
Rationale:
The British & Irish Lions Tour is one of the last great rugby tours. The 2009 Lions Series would comprise a ten week tour to South Africa with the British and Irish Lions tackling the country’s provincial, emerging and national teams (from 30 May to 4 July 2009). The Tour to South Africa takes place every twelve years, thus providing an exclusive window for the Castle brand. It was identified as a golden sponsorship opportunity.
The sponsorship included pouring rights and the opportunity to directly target beer consumers through the sport of rugby - reaching national rugby spectators and visiting international rugby fans. Title sponsorship of the event would provide a platform for Castle to benefit immensely from brand association with this unique rugby tour. Its rich tradition and camaraderie amongst past and present players connected the tour to the very values at the heart of the organisation and indeed, of the flagship Castle brand. The sponsorship was viewed as a multi-faceted marketing tool, providing significant exposure value and authentic, experiential marketing opportunities.
Execution:
Castle chose to affirm its commitment to SA Rugby and its fans once again, and re-establish Castle’s presence in the world of rugby through the credibility of this sponsorship. The legendary Castle brand seized the opportunity to join the crusade and be part of the passion, leading the hunt for glory. The sponsorship deal was struck at the beginning of 2009 with the sponsorship campaign running from mid April through to July
2009. The announcement of the prestigious tour was the topic of many a conversation and the stage was set for the fiercest competition yet.
Results:
There is no doubt from all sides that this sponsorship worked to support the brand’s credible position and association with Rugby. MEGAPRO is proud to have facilitated this exclusive sponsorship opportunity.
