Castle Lite:


SA20 – Castle Lite, Official Beer Partner

Castle Lite are the Official Sponsors of the Lite side of SA20. The SA20 is South Africa’s premier T20 cricket league and the second biggest T20 league (by viewership) in the world after the Indian Premier League (IPL). In October 2023, Octagon were appointed by Castle Lite to manage the partnership which consisted of six teams and venues across the country, with 34 games in 30 days, starting on the 10th of January 2024.

Octagon’s role was to extend Castle Lites “Lite Side Of” platform to the SA20 and to continue to drive their point of difference in the sporting space as the unofficial sponsor of the fans. In addition, Octagon was tasked with developing a standout activation idea that focused on the fan experience; to drive the brand metrics of “fun” and “new and exciting things”; to kick off the year with new news & activity keeping the brand top of mind on the key occasions (salience); and also to drive volume in stadium and on match days across the country.

Our approach was to ‘own the fun’ and provide plenty of it at home, on social media and in the stadium at party zones that we hosted at all 34 games. Octagon brought the Lite Side of SA20 to life by running a campaign to ‘find’ the fan of the tournament, with one fan at each game winning a prize. Following this, six finalists (one from each franchise) would get to attend the final, with one of the six winning a grand cash prize. Over the course of the tournament Octagon with a team of over 100 people hosted over 14,000 fans at the various party zones; managed over 650 prize winners at games; handed out over 10,000 merchandise items; and ‘shipped’ over 5.6 tonnes of equipment, prizes and branding around the country. Our objective was to create an area that had fans wanting to be part of ‘the best seats in the house’ and having FOMO if they weren’t in the party zone.

The above was achieved and as a result Castle Lite stood out from other sponsors achieving a 43% share of voice/share of mentions on X (formerly Twitter). It is worth noting, that the headline sponsor (combined with the name of the tournament) only achieved 49% and the second highest sponsor received 14% SOV.