Carling Black Label and Kaizer Chiefs Football Club today announced a lmark multi-year partnership that unites two of Africa's most celebrated brands under the banner "One Voice - For The Fans." The collaboration, unveiled at SAB Headquarters in Bryanston, positions Carling Black Label as the official sponsor of Amakhosi and marks a significant investment in the South African football fans' experience.
The partnership is anchored in three strategic pillars: Legacy (leveraging the two iconic brands rich history as a catalyst for the future), Icons (celebrating two of Africa's greatest brands in beer and football), and Reward (honouring fans through unmatched engagement and recognition). Both brands share decades of cultural influence and multi-generational loyalty, creating a natural alignment that promises to redefine fan engagement in South African football.
The partnership launches with an activation at the upcoming Soweto Derby, where early arriving fans 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 semifinals in North America. More cash prizes of R10 000 and R5 000 will also be awarded during a halftime show featuring a vuvuzela choir and Amapiano artists.
The activation addresses a long-standing challenge in South African football—fan punctuality—by incentivizing early stadium arrival. Get to the stadium before kick-off, purchase Carling Black Label, make your way to the activation area and stand to win. Winners will be announced during halftime entertainment, creating what organisers describe as "a celebration of fandom that rewards loyalty in real time."
Beyond match-day activations, the partnership will deliver season-long champion fan experiences, including exclusive merchandise featuring Kaizer Chiefs legends such as Doctor Khumalo and Itumeleng Khune, digital engagement opportunities for supporters unable to attend matches, and co-branded campaigns across social media platforms.
Speaking on the partnership announcement, Kerryn Greenleaf, Brand Director for Carling Black Label, said the collaboration reflects a shared commitment to celebrating fans as the heartbeat of both brands.
"This partnership represents more than sponsorship—it's a commitment to the millions of fans who are the lifeblood of both our brands," Greenleaf said.
"Africa's most awarded beer joining forces with South Africa's most successful football club creates a platform where fans are not just spectators, but champions who will be rewarded, celebrated, and heard at every touchpoint. From the upcoming Soweto Derby to continental competition, this is history reimagined for a new era."
Kaizer Chiefs’ Marketing and Commercial Director, Jessica Motaung, said, “At Kaizer Chiefs, our supporters are at the heart of everything we do. Partnering with Carling Black Label gives us the opportunity to honour that passion in ways that are both meaningful and memorable. Together, we will continue to celebrate our legacy, reward loyalty, and create unforgettable experiences that ensure our fans feel valued not only on match day, but throughout the season and beyond.
We are truly excited about this new chapter of our partnership with Carling Black Label. Building on the strong foundation we’ve established together, we look forward to creating more magical moments that will delight and reward the Amakhosi faithful.”
Carling Black Label has a proven track record of putting fans first through initiatives like the Carling Knockout. With 8.2 million votes in last year's tournament and record stadium attendances, the brand has shown what's possible when supporters are empowered with genuine influence over the game. The Kaizer Chiefs partnership extends this philosophy while providing fans with tangible rewards and exclusive experiences throughout the 2025–26 season and beyond.
The partnership reflects both organisations’ commitment to responsible engagement. All competitions and activations target legal drinking-age adults and include responsible alcohol consumption messaging in line with industry standards.
The "One Voice - For The Fans" partnership will run throughout the 2025–26 football season, with additional activations and fan rewards to be announced in the coming months.