Carling Black Label and Kaizer Chiefs Football Club announced a landmark multi-year partnership that unites two of Africa’s most celebrated brands under the banner “One Voice – For The Fans”. The collaboration was unveiled at SAB Headquarters in Bryanston on Tuesday, February 10, announcing Carling Black Label as the official sponsor of the Naturena Giants. The partnership’s foundation is based on three establishments, which are Legacy, Icons, and the Rewards. Both these brands are not new to each other; given their history, reigniting the partnership came as no surprise. They’ve shared a 13-year relationship rooted in culture, fan loyalty, and a consistent promise to continue redefining South Africa’s football journey.
With the upcoming Soweto derby, the partnership launch is at an advantage to gift the fans with showers of appreciation for their loyalty. As the earliest birds will receive a few thousand limited edition Doctor Khumalo vuvuzelas in the club’s iconic gold and black colours. Among these, one lucky vuvuzela contains a grand prize: an all-expenses-paid trip to attend the 2026 FIFA World Cup semi-finals in North America.
Speaking on the partnership announcement, Kerryn Greenleaf, Brand Director for Carling Black Label, outlined the brand’s campaign objectives, “What we’re bringing is a fan experience at every single Kaizer Chiefs home fixture. We’re starting our campaign at the derby. So we’re urging fans to get there early to get guaranteed beautiful merchandise.”
The initiative will deliver exclusive merchandise and enhanced experiences at every home match, beginning with the derby fixture. This partnership addresses a long-standing fan appreciation culture in South African football. They are saying to their fans that they recognize and appreciate their consistent early arrival. Now their early arrival will be rewarded with a purchase of Carling Black Label.
By arriving early, and making their way to the activation area, they stand a chance to win. Winners will then be announced during halftime entertainment, creating what organizers describe as “a celebration of fandom that rewards loyalty in real time.” Kaizer Chiefs’ Marketing and Commercial Director, Jessica Motaung, said: “We have something common, which is our fans. They’ve been consistent in bringing the fans to us. And when we sat down, we realized that we wanna give more to our fans. Carling is consistent about that. This was the perfect partner to work with to make sure that we give more experiences.”
Beyond this partnership is legacy and with legacy comes a new generation of supporters. The impact of this collaboration strengthens the bond, not only of the fans but also that of players. Renowned Midfielder and Kaizer Chiefs Legend, Doctorson Khumalo, reflected on the club’s evolution and the current team’s journey: “Now is the time for them to realise what they’ve done in order for them to be where they are now. They have to go to Zamalek and win the game convincingly. So they can qualify for the last sixteen.”
