Betway Premiership giants Kaizer Chiefs have revealed details of an exciting new partnership with Carling Black Label, explaining what the sponsorship entails.
The Naturena-based side made a major announcement about the acquisition of the new sponsor on Tuesday at the SAB headquarters in Bryanston. Chiefs are forging ahead with their ambitions to maintain their status as the most popular football club that aligns with commercial brands.
The Soweto giants are known as one of the clubs that boast a high number of sponsors alongside other big teams such as Orlando Pirates and Mamelodi Sundowns.
Chiefs currently have Vodacom, Kappa, SuperSportBET, Toyota, MedShield, Kaelo, and the recently acquired Carling Black Label as their sponsors.
After securing the sponsor with Carling Black Label, which is aimed at improving fan experience at Chiefs, the club has released a statement detailing that the sponsor is anchored around three pillars, namely, legacy, icons, and rewards.
CHIEFS SHARES DETAILS OF CARLING BLACK LABEL SPONSOR
“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.” Chiefs said in a statement.
“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 semi-finals 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.”
KAIZER CHIEFS AIMING TO ADDRESS FAN PUNCTUALITY
“The activation addresses a long-standing challenge in South African football—fan punctuality—by incentivising 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.”
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