Orlando Pirates have secured another major sponsorship, announcing Amstel Lager as their official beer partner – a move the club described as “a refreshing shift in taste, tone, and tradition for the game.”
The Amstel partnership comes a few weeks after Pirates confirmed automotive giants Suzuki South Africa as one of their sponsors for the new 2025/26 season.
Pirates are continuing the rapid growth of their brand, which has been synonymous with winning and attracting the masses.
The Buccaneers showcased their prominence in local football after playing the MTN8 quarter-final clash against Polokwane City FC in a sold-out Orlando Stadium in Soweto this past Saturday.
Pirates defeated the Limpopo-based side 2-0 to have a bright start to the 2025/26 season campaign. They booked a spot in the semi-final where they’ll face reigning league champions Mamelodi Sundowns over two legs.
With Pirates preparing for a home fixture in the Betway Premiership against Sekhukhune United on Saturday, they have penned a deal with Amstel.
PIRATES STRIKE A DEAL WITH AMSTEL
Pirates’ marketing manager, Sindi Sibisi, emphasised that the deal goes beyond a typical sponsorship, focusing on the shared passion and community surrounding the sport.
“This is more than a sponsorship, it’s a celebration of the people and connections that define South African football,” said Sibisi on Wednesday.
“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.”
In addition, Heineken beverages managing director, Andrea Quaye, says the partnership came after recognising the quality embodied by Pirates.
“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,” Quaye said.
“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.”
Meanwhile, Pirates legend Happy Jele added, “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.”
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