SOCCER – Eswatini Beverages Limited (EBL) has announced that its flagship brand, Sibebe Premium Lager, has been named an official beer sponsor of the 2026 FIFA World Cup.
The announcement was made yesterday during an event held at Mavuso Exhibition Centre in Manzini.
Speaking during the launch, Eswatini Beverages Country Director Doreen Tumureebire described the development as a moment of pride and possibility for Eswatini.
“Today is not just another corporate announcement. It is a moment of pride and, most importantly, a moment of possibility for Eswatini,” she said.
Tumureebire stated that beer and sport had long shared a close relationship, noting that beer had traditionally brought people together during sporting occasions, celebrations and social gatherings.
“As a leading brewer in the country, 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, a milestone that reflects the strength and stature of our portfolio,” she said.
She added that the sponsorship was not only a brand achievement, but also a national milestone for the country.
“From the heart of Eswatini to the biggest sporting stage in the world, this is not just a brand achievement — it is a national achievement,” said Tumureebire.
She further explained that the partnership reinforced EBL’s commitment to creating experiences that bring people together through football and celebration. Tumureebire also said the company remained committed to building world-class brands, supporting communities and contributing to economic growth.
According to Tumureebire, Sibebe Premium Lager symbolised excellence, craftsmanship and Emaswati pride and resilience.
She said EBL would bring the spirit of the FIFA World Cup to locals through nationwide activations, watch parties and shared experiences aimed at uniting communities.
She also encouraged responsible alcohol consumption and urged Emaswati not to drink and drive.
The 2026 FIFA World Cup will be jointly hosted by the United States, Canada and Mexico, marking the first time the tournament will be hosted by three countries. The competition will also feature an expanded format of 48 teams, making it the largest FIFA World Cup in history. The tournament is expected to attract millions of supporters from across the globe and generate significant worldwide media coverage.
Minister of Sports, Culture and Youth Affairs Bongani Nzima described the sponsorship as a proud and historic moment for both Eswatini Beverages and the country.
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“It is my great honour and privilege to join you today at the official launch of Sibebe as a FIFA World Cup sponsor. This is indeed a proud and historic moment, not only for Eswatini Beverages and the Sibebe brand, but for the kingdom as a whole,” he said.
Nzima stated that the achievement demonstrated that local brands from the region were capable of competing and being recognised internationally.
“To see a proudly Swati brand associated with one of the world’s biggest sporting platforms, the FIFA World Cup, is a significant achievement that deserves to be celebrated by the entire nation,” he said.
The minister added that government remained committed to strengthening partnerships with the private sector because of the role businesses played in driving economic growth, innovation and international visibility.
He further noted that sport had the power to unite people, inspire young generations and position countries positively on the global stage.
“The FIFA World Cup is more than just a football tournament; it is a global celebration of excellence, diversity and human connection,” said Nzima.
He also said the achievement should inspire young people and local entrepreneurs by showing that brands from Eswatini could compete alongside internationally recognised companies through hard work, consistency and belief in their potential.
Nzima commended the leadership and staff of Eswatini Beverages for what he described as their continued contribution to national development.
