IT SEEMS to be a great time to be involved in sport, since recently, sporting teams and franchises across the Northern Cape have been receiving welcome boosts from the business community, with sponsors stepping forward to support everything from provincial teams and emerging cricketers to grassroots rugby and the officials who keep the game running.

This publication has carried stories of how Chery Kimberley has backed the Ladies Heat, New Vaal Motors has renewed its involvement with Northern Cape Cricket, while Patrysvlei Pecans has extended its support to rugby officials in the region. Universal Rugby Football Club has also received a helping hand from local business as it celebrates 140 years.

Now, further afield, Amstel Lager and AmaZulu FC have joined forces in a new partnership that promises to bring the brand closer to the club's supporters and communities.

That’s right, Amstel Lager is expanding its presence in KwaZulu-Natal through a new partnership with AmaZulu FC, with the two brands pledging to put the club’s supporters and communities at the centre of the collaboration.

The partnership was announced on Friday at The AmaZulu Experience at Moses Mabhida Stadium in Durban. It brings together the beer brand and a club whose history and identity are closely tied to the province.

Matchday activations, supporter-led initiatives and community-centred storytelling are among the activities planned as the partnership rolls out across the season.

Boipelo Malao, Mainstream Beer Category Lead for Amstel Lager, said the collaboration was rooted in the connections that football creates.

“Amstel comes together with AmaZulu FC to celebrate the powerful bonds that football creates. We share a belief that the moments that matter most are built through genuine connection, care and consistency. By bringing our commitment to quality to the experiences supporters share - on matchday and beyond - we want to honour the pride of the Usuthu family and create golden moments that bring people closer together.”

Founded in 1932, AmaZulu FC has built a following across generations in KwaZulu-Natal. The club’s rallying cry, “Hebe! Usuthu!”, reflects its heritage and the connection between the team and its supporters.

Its influence also extends beyond the field through its involvement in communities, grassroots football and initiatives aimed at young people.

“AmaZulu FC is more than a football club. We carry a proud history and responsibility to the people who have built and supported this club across generations. In Amstel, we have found a partner that respects that legacy and shares our ambition for the future. This partnership is about creating meaningful value for our supporters, strengthening our connection with our communities and continuing to build a club that the entire Usuthu family and nation can be proud of.”

AmaZulu legend Litha Ngxabi also highlighted the role supporters play in carrying the club’s identity beyond the pitch.

“When you have worn the AmaZulu badge, you understand that it belongs to generations of people, not only to those on the pitch. Our supporters carry the club’s pride wherever they go. It is encouraging to see a partner like Amstel recognise that history and invest in experiences that bring the Usuthu family closer together. This is how we honour the past while building something meaningful for the next generation.”

The partnership is expected to remain visible throughout the season, with activities spanning matchdays and supporter engagement beyond the stadium. Its stated ambition is to strengthen the bond between AmaZulu, its supporters and the communities that form part of the club’s identity.