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, 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.
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.
