September 12, Johannesburg, Gauteng – The Jester Sports and Entertainment and Forwardzone have announced a joint venture to become the combined sponsorship and commercial rights management agency for Castle Lager. The partnership marks a significant milestone for both agencies, as they join forces to manage one of South Africa’s most iconic brands.
Castle Lager boasts a rich history of supporting South African sport and is synonymous with national pride. The beverage giant’s portfolio includes high-profile sponsorships such as the Springboks, The Castle Lager Rugby Championship, Castle Lager Incoming and Outgoing Tours, Bafana Bafana and The Proteas.
“Partnering with Forwardzone & Jester marks an exciting chapter for Castle Lager. We believe this collaboration will amplify our brand’s presence across our sponsorship portfolio,” said Thomas Lawrence, Brand Director of Castle Lager, Castle Milk Stout & Castle Double Malt.
As the joint agencies, Forwardzone and The Jester Sports and Entertainment will be responsible for managing a wide range of sponsorship and commercial rights elements, including rights management, event management, sponsorship activation, and creative development. This strategic partnership leverages the strengths of both agencies, with The Jester Sport’s extensive industry experience complementing Forwardzone’s expertise in sport and entertainment management.
“We are thrilled to be partnering with The Jester Sports and Entertainment on this exciting venture,” said Ashley Kotzin, founder and Chief Executive Officer at Forwardzone. “Castle Lager is a true South African icon, and we are honoured to be entrusted with managing their sponsorship assets. By combining our collective strengths, we are confident in our ability to deliver exceptional results and elevate the Castle Lager brand to new heights.”
LJ Swart, Founder and Managing Director at The Jester Sports and Entertainment added, “This partnership is a natural fit. Both Forwardzone and Jester Sports share a passion for creating unforgettable experiences for fans, on behalf of our clients. We look forward to working closely with Castle Lager to develop innovative campaigns that resonate with the South African public and the key communities served by one of South Africa’s most powerful brands.”
About Forwardzone
Forwardzone supports brands in achieving their objectives through the use of strategic advisory and problem-solving solutions which harness the power of sport. Forwardzone does so by forging highly personalised, authentic and long-term relationships with sport and entertainment clients. Forwardzone expands target audiences, fosters desirable lifestyle experiences and creates memorable moments that entrench long-term value and unity between sport and its consumers.
About The Jester Sports and Entertainment
Sharing a real passion for South African Sports and Entertainment, our consultancy offers in-depth knowledge of sponsorship, brand expectation, collective goals and objective reach. As a proudly South African business, we operate in a landscape of creativity, with our clients and events impacting and influencing the communities in which they operate. Offering a range of services, our results-driven process aims to unlock commercial value for rights holders and stakeholders through sustainable brand entrenchment.
