Brand unveils major fan engagement campaign as New Zealand prepares for its first full tour of South Africa in 30 years
Castle Double Malt has officially become the Title Partner of Rugby’s Greatest Rivalry,strengthening its presence in South African rugby while celebrating one of the sport’s most iconic contests between the Springboks and the All Blacks.
The announcement comes as New Zealand prepares for its first full tour of South Africa in three decades, marking a historic chapter in a rivalry that has captivated rugby fans for more than a century.
The partnership promises to bring supporters closer to the action than ever before through one of the largest fan engagement programmes ever associated with the series. Rugby enthusiasts can look forward to nationwide watch parties and a range of immersive fan experiences, with further details set to be announced in the coming months.
The partnership was officially unveiled at Johannesburg’s FNB Stadium, where rugby legends, current Springbok players, officials from SA Rugby and New Zealand Rugby, members of the media and invited guests gathered to celebrate the occasion.
Hosted by former Springbok and broadcaster Gcobani Bobo, the event opened with a traditional Impi Zulu warrior performance, setting the tone for a celebration of one of world sport’s most enduring rivalries.
The launch featured three panel discussions exploring the past, present and future of Rugby’s Greatest Rivalry. Representatives from South African Breweries, SA Rugby and New Zealand Rugby discussed the significance of the new title partnership before Springbok legends Bakkies Botha and Bismarck du Plessis joined former All Blacks captain Sean Fitzpatrick to reflect on some of the rivalry’s most memorable moments.
Current Springboks Kwagga Smith and Lukhanyo Am then shifted the focus to the future, sharing their excitement ahead of the upcoming Test series and the opportunity to add their names to the rivalry’s rich history.
Since their first meeting in 1921, the Springboks and All Blacks have contested more than 100 Test matches and, between them, have won seven Rugby World Cup titles. Widely regarded as one of the greatest rivalries in international sport, the contest has become synonymous with world-class rugby, fierce competition and mutual respect.
Speaking at the launch, SA Rugby CEO Rian Oberholzer welcomed Castle Double Malt’s involvement.
“Few rivalries in world sport have challenged generations of players to raise their standards quite like the Springboks and All Blacks. Castle Double Malt understands what makes this contest so special – not only the intensity on the field, but the values that have defined it for more than a century. We’re delighted to welcome the brand as Title Partner and look forward to creating unforgettable experiences for supporters throughout the series.”
Vaughan Croeser, Vice President of Marketing at South African Breweries, described the partnership as a defining moment for the brand.
“Becoming the Title Partner of Rugby’s Greatest Rivalry marks a defining milestone for Castle Double Malt. We’ve always believed extraordinary things happen when two greats come together, and there are few partnerships that embody that belief more naturally than the Springboks and All Blacks. We’re proud to celebrate that legacy while bringing supporters closer to Rugby’s Greatest Rivalry than ever before.”
Host Gcobani Bobo highlighted that the rivalry extends far beyond the 80 minutes played on the field.
“People see the intensity on the field, but not always what happens afterwards – the conversations, the friendships and the admiration between opponents who understand exactly what they’ve been through. Rugby’s Greatest Rivalry isn’t only about eighty minutes. It’s about the stories that live long after the final whistle.”
Former All Blacks captain Sean Fitzpatrick echoed those sentiments, describing the Springboks as the toughest opponents he ever faced.
“There was never a tougher challenge than facing the Springboks. Every Test demanded everything you had. But that’s what made the rivalry so special. It pushed both teams to become better, and the regard that exists between those who’ve lived it is something you carry for life. It’s wonderful to see that spirit celebrated through this partnership.”
As anticipation builds for the highly anticipated Test series, Castle Double Malt says it will celebrate both the smooth moments of brilliance and the physical intensity that have defined Rugby’s Greatest Rivalry for generations, while giving supporters new opportunities to be part of one of the world’s greatest sporting spectacles.
