Every flavour. Every beat. Every story matters: Absa announced as headline sponsor of Delicious Food & Music Festival in partnership with SABC
Absa is proud to announce its headline sponsorship of one of South Africa’s most loved lifestyle experiences, ushering in an exciting new era for the Absa Delicious Festival in partnership with SABC.
More than a festival, Delicious is where people come together: around a table, beneath the stage lights, through a favorite song, a memorable meal, a new discovery or a moment shared with the people who matter most. It is a platform where cultures meet, talent shines and stories unfold. And because at Absa, Your Story Matters, the bank is investing in an experience that celebrates the stories 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 an unforgettable weekend of world-class entertainment, exceptional food, cultural expression and the best of South African and international talent.
Through the partnership, Absa will bring their customers closer to the experiences they love, with 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.”
“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 created a space for thousands of South Africans to gather with family and friends, enjoy a huge variety of different food and experience standout local and global performers. The next chapter builds on that legacy while expanding the platform for the people behind the magic: artists, chefs, entrepreneurs, designers and other creative voices shaping the country’s cultural future.
“Delicious has always been about bringing people together through the universal languages of food and music,” says Tom Pearson-Adams, CEO & Founder of Delicious Festival. “We are thrilled to welcome Absa to the Delicious family at such a defining moment in the festival’s journey.”
“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.”
Themba Gwejela, Group Executive for Corporate Affairs and Marketing said, “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+.
Food and music have a unique ability to bring people together, and Delicious Festival captures that spirit beautifully. 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.”
The sponsorship forms part of Absa’s broader investment in platforms that elevate talent, craftsmanship, culture and connection. These 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 amongst 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 inaugural Absa Delicious Festival in partnership with SABC 2027 has begun. Follow Absa on social media at @Absa.SouthAfrica, visit the Absa website and follow Delicious channels for exclusive announcements, artist reveals, ticket information and festival news.
