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When some of the biggest names in the sporting world swap their usual arenas for the fairways of The Links at Fancourt, the competition won't be the only thing bringing fans together. Heineken Beverages has announced a multi-brand partnership with the Icons Series for the Icons Cup South Africa, taking place from 11 - 13 December 2026, bringing Windhoek Beer, Savanna Cider and Amarula Liqueur together for three days of sporting rivalry and fan experiences.
As part of a two-year agreement, Windhoek Beer takes the lead as Official Beer Partner, joined by Savanna Cider as Official Cider Partner and Amarula Liqueur as Official Cream Liqueur Partner. Together, the three brands will bring their own personalities to an event where sporting competition meets entertainment, camaraderie and a shared love of the game.
The partnership will add another dimension to the Icons Cup experience. Windhoek Beer will bring its Refreshingly Real spirit to the course by owning the 19th Hole, where players and spectators come together at the end of the day's play to share stories and relive the action. Savanna Cider and Amarula Liqueur will complement the action with supporting fan experiences across the fairways offering fans the best vantage points over The Links and a dedicated area for the nation to get behind their heroes and bring the atmosphere.
The partnership will also extend beyond the three days at Fancourt, giving fans opportunities to get involved in the lead-up to the tournament. From 1 November, Windhoek Beer promotions will run throughout the month at your favourite golf courses in the Western Cape and specific retail outlets in George, offering South African consumers purchase rewards and incentives, including a chance to win tickets to attend the event to watch world-famous athletes they grew up admiring.
On the course, Team South Africa, captained by Ernie Els,will take on Team World, captained by José María Olazábal, in a match-playshowdown featuring an extraordinary cross-section of sporting talent. From cricket greats Jacques Kallis, AB de Villiers and Brian Lara to rugby stars Schalk Burger and Fourie du Preez, football icons John Terry and Dwight Yorke, and tennis champion Ash Barty, the line-up brings together sporting icons from across disciplines for a contest that promises plenty of competitive edge.
“Heineken Beverages are one of the world’s most accomplished brands, synonymous with world-class partnerships in South Africa. The way we have worked together over the past few months has shaped this into the exciting collaboration it has become,” said Thomas Brookes, CEO and Founder of the Icons Series. “Each of their brands will add something genuine for the fans at The Links and the audience watching at home. This deal sets the standard for how we want to work with every partner that engages with us.”
“The Icons Cup brings together world-class game-changers in an authentic environment, making it the perfect fit for Heineken Beverages and our brand portfolio," says Kavir Gangiah, Head of Consumer Experience and Sponsorships at Heineken Beverages.
"With Windhoek taking the lead and launching the 19th Hole, its new experience platform, bringing people together beyond the course through great draught, live entertainment and refreshingly real experiences. Savanna bringing signature unscripted comedic banter but this time to the fairways, and Amarula hosting premium sunset celebrations under African sky, we are delivering unforgettable experiences across every fan occasion. Through extensive paid media, broadcast integrations, and in-store activations, we look forward to bringing the excitement of the Icons Cup to sports fans across South Africa."
The Icons Cup SouthAfrica takes place from 11–13 December 2026 at The Links at Fancourt in George.Tickets and exclusive hospitality packages are available here.
