In a significant move to support underprivileged communities, Tiger Brands’ bread brand, Albany, has announced its headline sponsorship of Cape Town Spurs FC.
The partnership, unveiled recently, marks the beginning of a three-year collaboration aimed at leveraging the power of football to drive social change across the greater Cape Town area.
Lorraine De Graaff, marketing director at Albany, emphasised the brand’s commitment to enhancing the impact of Cape Town Spurs’ grassroots development programs and community outreach initiatives. “Our goal at Albany is to lend our expertise and resources to strengthen and expand the impact of Cape Town Spurs’ well-rooted grassroots development programmes and outreach initiatives in local communities,” she stated.
Cape Town Spurs, a football club with a 54-year legacy, is renowned for recruiting top talent from some of the most impoverished suburbs in the Western Cape. Albany’s involvement aims to build on this legacy, providing more opportunities for individuals to benefit from the club’s meaningful work.
This partnership aligns with Tiger Brands’ broader strategic initiatives. The company has embarked on an efficiency improvement drive within its Bakeries business, aiming to solidify its position as the leading bread brand in South Africa. This initiative includes a thorough market analysis to identify growth opportunities, particularly in the Western Cape.
Through this partnership, Albany and Cape Town Spurs aim to create a lasting positive impact on the communities they serve, using the universal language of football to inspire and uplift.
