MANZINI – A proudly Eswatini beer brand has secured a place on football’s biggest stage after Sibebe Premium Lager was officially unveiled as an official beer sponsor of the FIFA World Cup 2026 campaign.
The landmark partnership, launched at the Mavuso Trade and Exhibition Centre yesterday, was hailed as a major breakthrough for local industry, sport and the country’s international image.
Speaking during the launch, Minister for Sports, Culture and Youth Affairs Bongani Nzima described the development as a historic achievement, not only for Eswatini Beverages but for the kingdom as a whole.
“This is indeed a proud and historic moment,” said Nzima. “To see a proudly Swazi brand associated with one of the world’s biggest sporting platforms is a significant achievement that deserves to be celebrated by the entire nation.” The minister noted that the partnership proves local brands can compete and gain recognition on the global stage.
He added that government remains committed to strengthening ties with the private sector to drive economic growth and international promotion. “The FIFA World Cup is more than just a football tournament; it is a global celebration of excellence and human connection,” he said, adding that the deal should inspire local entrepreneurs to dream bigger.
Eswatini Beverages Country Director Doreen Tumureebire described the sponsorship as a moment of possibility for Eswatini.
“Today is not just another corporate announcement. As a leading brewer, we are proud to announce that our flagship brand, Sibebe Premium Lager, has been appointed as an official beer sponsor of the FIFA World Cup 2026,” she said.
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