Launched at the end of October in 2015, the Orlando Pirates Energy Drink is the latest marketing venture by the Soweto soccer giants.
With A history spanning over seven decades, Orlando Pirates has established a reputation as one of the biggest football franchises on the African continent. As one of the biggest soccer teams in South Africa, Orlando Pirates has millions of football fans across the country.
Founded in 1937 as Orlando Boys Club, the team is now chaired by Irvin Khoza.
Over the years it has established a glittering reputation through some quality displays of football. To date, it is the only South African team to have won the CAF Champions League (1995). It also continues to achieve an impressive record in the local Premier Soccer League as well as other domestic football competitions.
As a way of expanding its brand, the team developed the Orlando Pirates Energy Drink and launched it on the eve of the much-anticipated Soweto derby in 2015.
The club took to its official Twitter account to announce the launch, which took place at Cambridge Food in Baragwanath Soweto Johannesburg. Fans were treated to entertainment as well as autograph-signing by Orlando Pirates players.
The team has developed commercial success and has a number of sponsors, including the likes of:
- Carling Black Label
The South Africa Brand Report (2013) found that personal consumption of energy drinks shows an industry trend and is especially appealing to younger South Africans. Further reports indicated that in the first week of April alone of 2013, just over 6 million South African adults (15 years +) consumed an energy drink.
The Orlando Pirates Energy Drink is available for R9,99 at Advance Cash & Carry in Pretoria, Gauteng. The club plans to roll out more products nationwide soon.
Keep up with news of the Orlando Pirates Energy Drink on Twitter @OR_EnergyDrink or Instagram @OrlandoPirates_EnergyDrink