Delta backs ZITS Games

STAFF WRITER
Delta Beverages has deepened its commitment to tertiary sport by elevating Sable Lager to headline sponsor of the Zimbabwe Tertiary Sports Association (ZITS) Games, in a strategic pivot aimed at strengthening its connection with younger consumers.
The Games are organised by the Zimbabwe Tertiary Sports Union.
Speaking at the official launch on Tuesday, Delta’s Marketing Manager for Lagers, Kundayi Pamela Mawema, said the sponsorship reflects the company’s enduring belief in sport as a powerful platform for connection, youth development and nation-building.
“At Delta, we believe in the power of shared experiences to bring people together, and there are few platforms that do this better than sport,” Mawema said.
“These Games represent more than competition; they are a celebration of youth, talent, discipline and the future of our nation.”
Delta’s association with tertiary sport dates back to 2018, with Carling Black Label serving as the main sponsor from 2019 until now. The transition to Sable Lager signals a deliberate shift towards a younger, more contemporary brand identity aligned with the student demographic.
“At this juncture, we are proud and excited to introduce Sable Lager as the new leading brand for this coveted sponsorship,” Mawema said.
She described Sable Lager as Delta’s youngest locally developed clear beer brand, crafted from high-quality ingredients to deliver a balanced, smooth and easy-drinking taste.
“It boasts a unique story: it was developed by a new, modern generation of brewers and technical and marketing teams who will continue to shape the future of our category,” she said.
“In the same way, we believe today’s students represent a dynamic generation with the potential to shape the future of our country when they come together on platforms such as these Games. For this reason, the partnership between Sable Lager and the ZITS Games is a natural fit.”
Addressing student athletes, Mawema commended their discipline and resilience in balancing academic and sporting commitments.
“To the student athletes who will gather for the Games; you embody ambition, resilience and the drive to excel. The dedication it takes to balance academics with the demands of sport is no small feat, and we commend you for it,” she said.
“You are not only competing for medals, but also building character, friendships and memories that will last a lifetime.”
She added that Delta’s continued investment in the Games underscores its broader commitment to youth development and talent incubation.
“Our partnership with these Games reflects our belief in investing in the generation of now, and our desire to create opportunities for young people to showcase their talent, express themselves and connect with one another both on and off the field of play,” Mawema said.