Absa Named Headline Sponsor of Delicious Food & Music Festival in Partnership with SABC
Absa has been announced as the headline sponsor of one of South Africa’s most loved lifestyle experiences, ushering in a new era for the Absa Delicious Festival in partnership with SABC.
More than a festival, Delicious brings people together around food, music, culture and shared experiences. From memorable meals and favourite songs to new discoveries and moments shared with family and friends, the festival has become a platform where cultures meet, talent shines and stories unfold.
For Absa, the partnership reflects its “Your Story Matters” brand platform and its commitment to supporting experiences that celebrate the stories, creativity and talent that make South Africa remarkable.
The Absa Delicious Festival in partnership with SABC will take place at the iconic Kyalami Grand Prix Circuit on 10 and 11 April 2027.
Festivalgoers can look forward to a weekend of world-class entertainment, exceptional food, cultural expression and performances from leading South African and international talent.
Through the partnership, Absa says it will bring its customers closer to the experiences they love through exclusive benefits, added value and new ways to enjoy the festival. Further details, including artist announcements, ticket information and customer experiences, will be revealed in the months ahead.
“South Africans have a remarkable way of turning moments into memories and memories into stories,” says Candice Thurston, Managing Executive for Brand and Marketing at Absa Group.
“Whether it is the song that takes you back, the meal shared with people you love, or the thrill of discovering a new artist, these are the moments that stay with us. They remind us who we are, where we come from and what connects us.”
Thurston says the partnership is about more than putting the Absa name on a festival.
“At Absa, we believe that Your Story Matters. Our partnership with Delicious is therefore about much more than a name on a festival. It is about creating meaningful opportunities for our customers and communities to experience the music, food, creativity and culture that move them.
“It is about championing the artists, chefs, entrepreneurs and creators whose stories deserve to be seen, heard and celebrated.”
A Bigger Stage for African Stories
For years, Delicious has provided a platform for thousands of South Africans to gather with family and friends, enjoy a wide variety of food and experience performances from leading local and international artists.
The next chapter of the festival will build on that legacy while creating greater opportunities for the people behind the experience, including artists, chefs, entrepreneurs, designers and other creative voices shaping South Africa’s cultural future.
“Delicious has always been about bringing people together through the universal languages of food and music,” says Tom Pearson-Adams, CEO and Founder of Delicious Festival.
“We are thrilled to welcome Absa to the Delicious family at such a defining moment in the festival’s journey.”
Pearson-Adams says the partnership can help create further opportunities for African talent and businesses.
“Absa understands that culture is not simply something we consume; it is something we create, share and pass on.
“With its support, the Absa Delicious Festival in partnership with SABC can build on what people already love while creating more opportunity for African talent, businesses and stories to flourish. Together, we are creating a festival that South Africans can continue to proudly call their own.”
SABC to Take the Delicious Experience Beyond the Festival Grounds
The partnership also brings the South African Broadcasting Corporation (SABC) into the festival as its official broadcast partner.
Themba Gwejela, Group Executive for Corporate Affairs and Marketing at the SABC, said the public broadcaster is proud to partner with Delicious Festival.
“The SABC is proud to partner with Delicious Festival as the official broadcast partner of one of South Africa’s most exciting celebrations of food, music, and culture.
“This partnership gives us an opportunity to take the Delicious experience beyond the festival grounds and into homes across the country through our television, radio, and digital platforms, including SABC+.”
Gwejela said food and music have a unique ability to bring people together and that the festival reflects the way South Africans celebrate.
“As the public broadcaster, our role is to connect South Africans with experiences that reflect who we are, what we love and how we celebrate.
“We are excited to amplify the festival across our platforms and give audiences everywhere a taste of the Delicious experience.”
Absa’s Broader Investment in Culture and Talent
The sponsorship forms part of Absa’s broader investment in platforms that promote talent, craftsmanship, culture and connection.
Its existing platforms include the Absa Champagne in Africa Festival, Absa Jazz Sessions at Marble, the Absa RUN YOUR CITY Series and the Absa L’Atelier Art Competition, among others.
“The Absa Delicious Festival in partnership with SABC is a natural extension of our commitment to enabling the possibilities within people’s lives,” Mbhele adds.
“It gives us an opportunity to celebrate African excellence, connect people to the passions that inspire them and ensure that more stories are given the audience they deserve.
“Because every story matters — and this is one South Africans will write together.”
The countdown to the Absa Delicious Festival in partnership with SABC 2027 has now begun.
Festivalgoers can follow Absa and Delicious on their respective social media channels for exclusive announcements, artist reveals, ticket information and festival news.
