THIS year’s Zimbabwe Tertiary Sports Association (ZITS) Games are shaping up to be more than just a battle for medals, with Sable Lager stepping in to transform the event into a full-scale lifestyle experience.
At the official launch in Harare on Tuesday, Delta Beverages revealed Sable Lager as the new face of the Games, signalling a shift from a purely sporting focus to a broader celebration of youth culture, entertainment, and connection.
Delta Beverages Marketing Manager for Lagers, Kundayi Pamela Mawema, said the brand’s involvement will go beyond traditional sponsorship, bringing an atmosphere designed to match the energy of Zimbabwe’s modern student.
“We are not just supporting the competition on the field,” Mawema said.
“We are creating an experience one that brings people together, celebrates youth culture, and lives on beyond the final whistle.”
Sable Lager, described as Delta’s youngest locally developed clear beer, is being positioned as a symbol of a new generation both in how it is crafted and how it connects with consumers. That identity, Mawema noted, aligns closely with the evolving character of the ZITS Games.
The annual event, which draws students from institutions across the country, has long been a platform for sporting excellence. But this year, organisers and sponsors are aiming to elevate its appeal by blending sport with social engagement.
From entertainment activations to shared moments off the pitch, Sable Lager is expected to play a central role in shaping the atmosphere around the Games, turning it into a space where competition and celebration meet.
“This is about creating memories,” Mawema said. “Moments of connection, excitement, and shared experiences that define what it means to be young and Zimbabwean today.”
Delta’s partnership with tertiary sport dates back several years, but the introduction of Sable Lager marks a deliberate repositioning one that puts youth identity and experience at the heart of the event.
Student athletes, meanwhile, remain at the core of the Games, balancing academic demands with the pursuit of sporting excellence. Mawema praised their dedication, describing them as a generation with the potential to shape the country’s future.
