In advertising terms, it equates to more of the same: fan competitions and dedicated watering holes at stadiums, where the golden goo flows irrespective of the match situation.

In real terms, though, Castle has made a big statement as the only brand that has been willing to associate itself with Cricket SA for the upcoming season so far.

At a time when the body has been shrouded in a heavy cloak of financial indiscretion, it has shown that perhaps companies really do have to be under the influence to want to conduct business with our cricket administrators.

While Standard Bank and MTN have had enough, seemingly because they were not getting their money's worth, Castle will continue to pour money into cricket.

On Friday, at an elaborate presentation in the Wanderers dressing room, Castle representatives told the media that they see themselves as more than a sponsor, but as a partner who offers the national team friendship in addition to funds. In less complicated speak, they are the ones bringing the beer to celebrate a win or commiserate a defeat.

Or, it may simply be that Castle can't escape its own image, having chosen to align itself with the big three sports. Even if cricket's books are written in scrawl only it can understand, in order to keep being the drink of national sportsmen it has no choice but to continue backing the game.

That it has been willing to do that despite the possibility that soon three national players could refuse to wear its logo is remarkable. Hashim Amla already has a special arrangement not to have the Castle brand on his clothing, for religious reasons, but it remains to be seen whether Imran Tahir and the newly converted Wayne Parnell will follow suit.

Castle is not likely to kick up a fuss if the pair choose to abstain because it demonstrates its attitudes to diversity. It's a long-established principle in investment and something Cricket SA says it is looking to do as it enters a new realm of seeking sponsors across the various properties, particularly at domestic level.

Supersport will continue to provide money for first-class competition as part of its broadcast deal. It's not an arrangement that will make the television giants any money, and the event may as well be called the Doves Funeral Cup with the level of interest it generates, but it shows some goodwill.

The other two domestic tournaments are not ready to announce their promoters. Banks, insurance companies and similarly boring corporates have been linked to the 50-overs competition, which is probably fitting.

As for the Twenty20 tournament - we have been told to wait and "C" who will be taking over.