Castle Lite partners NBA for basketball development
Castle Lite, a premium beer brand of International Breweries PLC, has announced a partnership deal with the National Basketball Association, making it the official beer partner of the NBA in Africa.
The partnership aims to foster active lifestyles, connections and unforgettable entertainment experiences for basketball fans across the continent.
Speaking on the partnership, Route-to-Market and Trade Marketing Director, International Breweries Plc, Yvonne Onyejiaka, said the collaboration stems from the company’s commitment to offering unique experiences that blend sports, culture, and entertainment.
“The NBA brand resonates strongly with the Castle Lite target audience in Nigeria, a youthful demography that values active lifestyle, entertainment, and fashion. This partnership enables us to bring these values to life by delivering an engaging, high-energy experience that goes beyond basketball itself to connecting with our consumers,” she said.
Onyejiaka noted that Castle Lite was not just about refreshment but about celebrating vibrant lifestyles and fostering connections. Through an initiative called ‘Lite Side of the Court’, the brand aims to elevate consumer experience by offering an exciting mix of NBA games, fashion showcases, live music, and entertainment.
Vice president, NBA Africa and Country Head, NBA Nigeria, Gbemisola Abudu, expressed enthusiasm about the partnership, noting that the NBA is committed to growing basketball and inspiring the next generation of fans and players across Africa.
“Teaming up with Castle Lite, a brand synonymous with excitement and lifestyle leadership, will amplify our efforts to engage with fans in Nigeria, offering them unique experiences that celebrate the spirit of the game,” Abudu said.
Castle Lite Marketing Manager, Oluwatoyin Ogunjimi, added that the brand’s target audience is young, vibrant, and constantly seeking new experiences.
“The NBA partnership aligns perfectly with this audience, offering a unique blend of sports, fashion, and entertainment; all of which resonate deeply with our core consumers. This collaboration enables us to engage with them in a dynamic and fun way, whether through events, activations, or games,” Ogunjimi said.
