South Africa’s premier lifestyle, food, and music experience is preparing to write its most compelling chapter yet. Absa has officially been announced as the new headline sponsor of the iconic Delicious Food & Music Festival, partnering with the SABC to elevate the beloved cultural gathering into a bold new era.
Mark your calendars for 10 and 11 April 2027, when the festival returns to the Kyalami Grand Prix Circuit in Johannesburg. Promise-filled with world-class international and local acts, artisanal culinary showcases, and rich cultural expressions, the upcoming edition promises an unforgettable weekend where culture, rhythm, and taste converge.
Where Every Story Finds Its Stage
More than a gathering on the social calendar, Delicious has always served as a sanctuary for shared moments—around communal tables, beneath stage lights, and through the universal languages of cuisine and melody. Grounded in the bank’s core promise that Your Story Matters, Absa’s headline involvement reflects a dedicated investment in celebrating the diverse narratives that define the South African spirit.
“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 emphasizes that this collaboration extends far beyond brand presence on a festival stage. “Our partnership with Delicious 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 Broader Canvas for African Creative Talent
For years, the Delicious Festival has held a distinct space in Mzansi’s heart, uniting thousands of festivalgoers in a celebration of global sounds and local flavours. The 2027 chapter builds upon that legacy while consciously expanding the platform for African artisans, designers, emerging chefs, and creative visionaries who shape the continent’s cultural trajectory.
“Delicious has always been about bringing people together through the universal languages of food and music,” notes Tom Pearson-Adams, CEO and Founder of Delicious Festival. “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.”
Taking the Festival Into Every Home
As the official broadcast partner, the SABC will amplify the energy beyond the Kyalami grounds, broadcasting performances, culinary highlights, and behind-the-scenes moments directly into homes across the nation via television, radio, and digital platforms like SABC+.
“Food and music have a unique ability to bring people together, and Delicious Festival captures that spirit beautifully,” says Themba Gwejela, Group Executive for Corporate Affairs and Marketing at the SABC. “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 give audiences everywhere a taste of the delicious experience.”
An Investment in South African Lifestyle & Culture
The partnership marks a seamless extension of Absa’s curated lifestyle portfolio, joining landmark cultural properties such as the Absa Champagne in Africa Festival, the Absa Jazz Sessions at Marble, the Absa RUN YOUR CITY Series, and the Absa L’Atelier Art Competition.
As the official countdown to April 2027 begins, festivalgoers and Absa cardholders can look forward to exclusive ticket perks, bespoke VIP experiences, and artist lineup announcements in the months ahead. Follow @Absa.SouthAfrica and official Delicious Festival channels to stay updated as the story unfolds.
