Uniting fans, Culture and Champion Moments together with the brand “That’s Stood The Taste of Time”
The Castle Lager Rugby Incoming Series 2025 delivered another unforgettable chapter in South African rugby as the Springboks took on Italy and Georgia in three thrilling Test matches across the country. With fixtures hosted in Pretoria, Gqeberha, and Nelspruit, fans enjoyed world-class rugby action paired with a festival-style supporter experience powered by Castle Lager – proudly brought to life through the joint sponsorship, activation, and management partnership between Forwardzone and Jester Sports and Entertainment.
The Springboks showcased dominance throughout the series, securing victories in all three encounters. The fixtures included:
- 5 July: South Africa vs. Italy – Loftus Versfeld, Pretoria
- 12 July: South Africa vs. Italy – Nelson Mandela Bay Stadium, Gqeberha
- 19 July: South Africa vs. Georgia – Mbombela Stadium, Nelspruit
Italy’s return to South African soil for the first time since 2013 added a historic layer to the series, while the clash against Georgia brought fierce physicality – a fitting spectacle for local supporters who filled the stands with passion, energy, and unwavering pride.
BRINGING THE FAN EXPERIENCE TO LIFE
With Forwardzone and Jester Sports and Entertainment collaborating as joint activation partners, Castle Lager extended its commitment to the supporters beyond the field through premium, high-impact experiential touchpoints designed to reward loyalty and create lasting memories.
Key Stadium Activations Included:
Scrum-a-Bakkie Challenge
Scrum-a-Bakkie invited teams of three fans over the age of 18 to step into the boots of real forwards by physically scrumming against a Castle Lager–branded bakkie. The bakkie was transformed into a thrilling, live-action “scrum machine,” where teams pushed from Point A to Point B in the fastest time possible. The winning team at each venue not only claimed the ultimate bragging rights but also walked away with the headline prize – Beer for a Year.
360° Video Booth Experience
Inside the Castle Lager beer garden, fans could unlock an exclusive, share-worthy media moment by purchasing a minimum of one Castle Lager beer to unlock access. After signing a media release, fans recorded a personalised 360° game-day video in a fully 360 booth built out of Castle Lager beer cans – a fun, digital takeaway they could instantly share. This initiative boosted sales gave supporters memorable content to relive the experience long after full time.
Castle Spin-and-Win Wheel
After purchasing at least one Castle Lager beer, fans earned the chance to play the digital Spin-and-Win game and could instantly win exclusive Castle Lager merchandise such as branded caps, shirts, and more. Simple, fun, and rewarding – giving every supporter a shot at taking home something special, turning Castle Lager merchandise into a currency.
Each activity was rooted in community engagement, brand immersion, and celebration – reinforcing Castle Lager’s position as the drink of unity, friendship, and proudly South African sporting culture – the brand “That’s Stood the Test of Time.”
The partnership responsibilities extended beyond the activation area, and flowed onto the field as well, covering:
- Promoter recruitment, briefing & coordination
- Leading on-field activation execution
- Stadium & branding management
- Content creation, sharing & amplification
Every detail worked in harmony to deliver an elevated, seamless Castle Lager fan experience worthy of the Green & Gold stage.
Through strategic collaboration and innovative live experiences, the Castle Lager Rugby Incoming Series 2025 was more than a Test series – it was a national celebration of unity, pride, and the unrivalled spirit of South African rugby fandom.
Castle Lager. It’s more than a beer. It’s our game. Our people. Our pride.
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