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AFROTRAX 2026: own a category at French Montana's South African shows.

Two cities, two nights, 12,000 guests. Every drinks category, alcoholic and non-alcoholic, and every lifestyle category is open, and each goes to one brand.

  • Cape Town · The Ostrich · Friday 4 December 2026
  • Johannesburg · The Canvas, Riversands · Saturday 5 December 2026
Ask for the sponsorship details See the rate card

Brought to you by Hello Brand PLAYY music

The AFROTRAX 2026 line-up artists, in black and white.

The line-up

French Montana, with special guest B.o.B.

An international headliner and a deep South African line-up: Cassper Nyovest, Kabza De Small, Nasty C, Blxckie, Jairic, YoungstaCPT, 25K, LucasRaps, K.Keed, Rarri, Teddy Tumi, Kane DJ, Bassik and more.

  • 12,000expected attendance
  • 2cities, 2 nights
  • 18+music, nightlife and culture
French Montana, the AFROTRAX 2026 headliner.

The platform

Two cities. Two nights. One international hip-hop moment.

The arrival gate at The Ostrich, Cape Town.

Friday 4 December · Opening night · Cape Town

The Ostrich

A lakeside, open-air day-club on the edge of the city: from a summer afternoon through sunset into a night under the stars.

The outdoor amphitheatre at The Canvas, Riversands, Johannesburg.

Saturday 5 December · Closing night · Johannesburg

The Canvas, Riversands

Near Fourways: open lawns, sunset views and purpose-built event infrastructure, turned into an urban festival playground.

Target 6,000 guests per city. Capacity and licensed event plans are confirmed by each venue.

The audience

One crowd. Every occasion, in one day.

A cold beer at the gate, a cider at sunset, bubbles in VIP and a shooter for the headline set, with water, mixers and energy drinks all night. An 18+ crowd that lives where music, fashion, street culture and social media meet.

  • 18–35core audience, 18+ only
  • 12,000guests across two nights
  • 21,400alcohol serves per event (promoter estimate)
  • R280target bar spend per guest
A festival-goer in blue light. Dancers in street fashion. A crowd with hands raised under stage lights. Laser beams over a festival stage.

Media

Radio is secured. The wider campaign is being built now.

Johannesburg · youth radio

R1.1m

Competitions, talent integration and on-air campaign support.

Secured

Cape Town · regional radio

R765k

Cape Town competitions and talent integration.

In promoter plan

Print · regional press

R100k

Regional newspapers across both cities.

In promoter plan

Planned extensions: influencers, national and regional PR, posters and flyers, billboards, taxi-window media and social content.

Media values are promoter-provided partnership values, not audited reach.

Open categories

Every category is open. Each one goes to one brand.

Alcohol

  • Beer
  • Cider and RTDs
  • Spirits and shooters
  • Premium spirits
  • Wine and bubbles

Non-alcoholic

  • Soft drinks and mixers
  • Water
  • Energy drinks
  • Alcohol-free beer and spirits
  • Hydration and wellness

Lifestyle

  • Beauty and glam
  • Fashion and streetwear
  • Mobile, data and tech
  • Payments and banking
  • Mobility and ride-hailing

Non-combustible 18+

  • Vapour
  • Nicotine pouches
  • An adult-only lounge
  • Counters at the bars
  • How it works

Category definitions are agreed in the term sheet.

New category · adults only

The last 3 feet: an adult-only format for non-combustible brands.

Vapour and nicotine-pouch brands can join AFROTRAX without a billboard, a stage screen or an artist tie-in. The partnership lives where an adult makes the choice: at the counter and in an adult-only lounge, with an ID check before every conversation.

Concept render: sunset over Table Mountain from the lakeside at The Ostrich, Cape Town.
  1. 300 ftFestival-wide brandingStage screens, signage and artist content. Not offered for this category.
  2. 30 ftWayfindingPlain signs to the adult-only lounge and the counters, nothing more.
  3. 3 ftThe counter and the loungeYour brand, trained adult ambassadors, product information, purchase and opt-in.
  • An adult-only lounge in each city: a designated vaping space with seating and its own counter, away from food and the main stage.
  • Nicotine-pouch counters at the main bars and VIP: smoke-free and vapour-free, sold to verified adults.
  • Opt-in, adult-only data: consented sign-ups, flavour and strength insight, footfall, dwell time and till data by product.
Concept render of the proposed look: an open-sided pavilion with timber slats, green shade sails and warm lighting over a long counter, with guests standing at the bar. Concept render of the lounge seating: low green sofas, cushions and planters at golden hour.
Concept renders of the proposed look, with no brand shown. The lounge and counters are dressed in the partner's brand, inside the lounge and at the counters only, and the final design follows the venue's and the event-safety approval.

Six steps from the gate to the follow-up, adults only.

  1. 01

    Verify

    An ID check and an 18+ wristband at the gate.

    Gate

  2. 02

    Find

    Plain wayfinding to the lounge and the bar counters.

    Lounge and counters

  3. 03

    Re-check

    A second age check at the lounge door and every counter.

    Counter

  4. 04

    Choose

    Trained ambassadors explain devices, flavours and strengths.

    Your brand

  5. 05

    Buy

    Card or cash at the counter, with till data by product.

    Your brand

  6. 06

    Opt in

    A consented sign-up for verified adults only, for your CRM.

    Hello Brand OS

The age gate before any sign-up, as designed: your brand in place of "Your brand", an 18+ question and the nicotine warning. Illustration, not a live form.

City plans

  • Cape Town, The Ostrich (Fri 4 Dec): a lakeside terrace lounge, screened off and adults only; counters at the two main bars.
  • Johannesburg, The Canvas (Sat 5 Dec): a shaded lounge at the edge of the lawns, away from the stage; counters at the main bars and VIP.

Indicative zoning. Final site plans follow the venue's and the event-safety approval.

Responsible by design

  • Non-combustible products only: vapour and nicotine pouches.
  • Adults only, with two ID checks: at the gate and at every counter.
  • No brand on stage, screens or artist content, and no artist is associated with any nicotine brand.
  • A nicotine warning at every counter and in the lounge.
  • If new nicotine-product law takes effect before December, the format moves to compliant retail, or the partner may exit.

Adults only. Nicotine products contain nicotine, which is addictive.

Rate card

Exclusivity, first come, first served.

Two published prices, and lifestyle and non-combustible partnerships quoted to your brief. The first signed partner takes the category.

Presenting partner

R3.0m

Package

  • Naming rights across both cities
  • Dominant stage, screen and signage presence
  • 30 VIP tickets per show
  • All press and announcements

Official beverage partner

R1.0m

From, per beverage category

  • Category exclusivity, alcoholic or non-alcoholic
  • Pouring, sampling and sales
  • Branded experiences
  • VIP hospitality and competitions

Lifestyle and zone partner

On request

Quoted to your brief

  • Category exclusivity for your sector
  • A brand zone or a hosted moment
  • Content, creators and competitions
  • VIP hospitality

Non-combustible partner 18+

To be discussed

Vapour and nicotine pouches

  • The only vapour and nicotine-pouch brands sold or shown on site
  • An adult-only lounge and counter in each city
  • Counters at the main bars and VIP
  • Verified-adult opt-in data, footfall, dwell and till data

See the format

Prices from the AFROTRAX 2026 sponsorship pack. Multi-category and full-bar packages are quoted on request. Fee structure (cash and in-kind), production scope, category definitions and tax are confirmed in the term sheet.

Secure your category

Commercial upside

Own a category and its share of every till.

R1.68m

projected bar sales per 6,000-guest event, at the R280 target spend

  • R1.23malcohol, 73%
  • R455knon-alcoholic, 27%

Spend per guest: R200 conservative, R280 target, R350 strong, R425 exceptional.

Projected bar sales per event, by category

  • CiderR275k
  • BeerR225k
  • Premium spiritsR225k
  • WaterR180k
  • VodkaR150k
  • Mixers and soft drinksR140k
  • Energy drinksR135k
  • ShootersR112.5k
  • GinR72k
  • WhiskeyR65k
  • BrandyR55k
  • Wine and sparklingR49k

Coral: alcohol. Cyan: non-alcoholic. Promoter estimates from the AFROTRAX 2026 sponsorship pack: gross bar sales, not brand revenue, margin or guaranteed volume. The bars are run by PLAYY Bar & Events.

Activation zones

Nine zones, one festival. Each one can carry a brand.

  1. 1

    Main bar

    The hero bar facing the stage.

    Beer or presenting partner

  2. 2

    VIP lounge

    Stage-side and elevated.

    Premium spirits, wine and bubbles

  3. 3

    Arrival gateway

    The arch, the winners' lane and the first photo.

    Presenting partner

  4. 4

    Sunset deck

    Games and MC moments at sunset.

    Cider and RTDs

  5. 5

    Social garden

    Shade, group seating and crew serves.

    Cider, RTDs and soft drinks

  6. 6

    High-energy arena

    Dance-offs, with clips on the big screens.

    Energy drinks, mobile and tech

  7. 7

    Glam studio

    A touch-up bar and a 360° camera.

    Beauty and fashion

  8. 8

    Shooter bar

    The countdown to the headline set.

    Spirits and shooters

  9. 9

    Hydration point

    Free water and alcohol-free choices.

    Water and alcohol-free

Indicative zoning, adapted to each venue's approved site plan. Every zone captures opt-in data, in line with POPIA.

VIP lounge

Stage-side, elevated, hosted by one partner.

One lounge in each city, where artists, trade and media guests and competition winners are hosted. The lounge partner pours every serve.

  • The lounge serve

    A premium serve on tap and in bottle service.

  • The VIP toast

    Bubbles for table service and the winning moments.

  • The wine list

    Cape wine by the glass and the bottle.

  • The alcohol-free choice

    For drivers and anyone pacing the night.

  • 30VIP tickets per show
  • 2lounges, one per city
A packed festival crowd under confetti and stage smoke.

The campaign idea

First sip to final set.

One platform that follows the festival from the first cold drink at the gate to the last song, with a partner brand for every moment in between.

Before
Radio drops, artist-led social content, ticket competitions and city stories.
During
Presenting rights, the main bar, the VIP lounge, brand zones and creator capture.
After
Performance edits, fan stories, winner content and a measured campaign report.
An artist on stage in front of a crowd in blue light.

Guest journey

One festival day, with a brand at every step.

  1. 01

    Discover

    Radio competitions put the partner in the ticket story.

    Presenting partner

  2. 02

    Arrive

    The arrival gateway and a cold welcome drink.

    Beer, water

  3. 03

    Sunset

    The sunset deck and social garden as the day turns.

    Cider, RTDs, soft drinks

  4. 04

    Play

    Dance-offs, the glam studio and content moments.

    Energy, beauty, tech

  5. 05

    Celebrate

    The VIP lounge, bubbles and tables.

    Premium spirits, wine

  6. 06

    Headline

    The main bar and the countdown to the main act.

    Beer, spirits, shooters

The highlighted line on each step is the category that fits it best.

Rights package

Status, access and measurable assets.

  1. Presenting status

    Your brand presents AFROTRAX in both cities.

  2. Category exclusivity

    No competitor in your category on site.

  3. Bar presence

    Pouring and sales at every bar.

  4. VIP lounge

    Hosting rights and VIP tickets.

  5. Brand zones

    An engagement zone built for your brand.

  6. Festival branding

    Stage screens, signage, print and digital.

  7. Artist hospitality

    Backstage and artist-area supply.

  8. Sampling

    Trial, serves and interaction on site.

  9. Social and content

    Featured in artist and event content.

  10. Competitions

    Ticket giveaways with opt-in data.

  11. Radio and media

    Radio plus agreed print and outdoor.

  12. Data and reporting

    Opt-in CRM data and a post-event report.

The presenting package carries every right; category and zone partners take the rights in their package. Final inventory, usage rights and compliance requirements are recorded in the term sheet.

Hello Brand x PLAYY

From sponsorship rights to a campaign people can experience.

Hello Brand designs and runs the activation and the data. PLAYY Bar & Events runs every bar, so pouring and sales are delivered as agreed.

  • Strategy and design

    Brand architecture, guest journey, zoning and the activation playbook.

  • Promoter programme

    Recruitment, training, uniforms, incentives and field management.

  • Creators and content

    Local creator casting, production, event capture and amplification.

  • Digital and data

    Competitions, opt-in mechanics, CRM integration and dashboards.

  • The bars, by PLAYY

    Pouring, stock and sales at every bar, in both cities.

  • Measurement

    Reach, engagement, participation, leads, sales signals and a post-event report.

Activation, technology, data, creator and production scopes are quoted in the statement of work.

Next steps

Secure your category. Build your zone. Go to market.

  1. 01 · Align

    Choose your package and category, and confirm the investment.

  2. 02 · Term sheet

    Lock category definitions, rights, bar terms and responsibilities.

  3. 03 · Activation plan

    Approve zone designs, city plans, media and measurement.

  4. 04 · Launch

    Join the AFROTRAX 2026 rollout as an announced partner.

Categories go to the first signature.

Tell us your brand and the category you want. We will send the full sponsorship details and the term sheet.

Ask for the sponsorship details Talk to us

18+ only. Not for sale to persons under the age of 18. Enjoy responsibly.