Africa’s most awarded and biggest beer, Carling Black Label has joined forces with SA Rugby through the world’s oldest rugby tournament – the Currie Cup, again, after the brand’s first introduction back in the 2020/21 tournament.

Although Carling Black Label’s position within the rugby space remains new, it will continue the four decades’ long association between SA Rugby and South African Breweries (SAB) with the reintroduction of Carling Black Label as the official title sponsor of the 2024 Currie Cup tournament –  the Carling Currie Cup.

“We are delighted to welcome Carling Black Label back as the title sponsor of Currie Cup, which remains a crucial element within the South African rugby framework. It is truly gratifying to have Carling re-join us,” said Mark Alexander, President of the South African Rugby Union.

Carling Black Label has cemented themselves as the brewers of ‘champion players’ on the football playing fields and strives to do the same in rugby.

Africa’s biggest beer brand, along with SA Rugby have once again joined forces with the intention of recognizing & rewarding the Champions in the making. The world of sports is in for a thrilling tournament, full of champion moments unpacking the effort it takes to be a Champion and providing ample opportunities for both players and fans to be awarded with our champion award-winning liquid.

“The brand decided to sponsor Currie Cup once again, as the brand tournament gives Carling black Label the opportunity to share its brand purpose with South Africans and using rugby as a way to bring out the Champion Within South African men and be a part of helping champions rise, which is what we have seen looking at all the Currie Cup alumni becoming South African rugby legends. That is what we, as Carling Black Label, stand for – recognize and reward the champion within and why we wanted to sponsor the Currie Cup again”, said Carling Black Label brand director, Kerryn Greenleaf.

The Premier Division of the Carling Currie Cup kicks off this weekend, starting on the 5^th of July 2024 and will reach its climax with the final on the 21^st of September. In an exciting new feature, the competition will be staged over one-and-a-half rounds, followed by two semi-finals and the grand finale.

The Carling Currie Cup format

The eight teams are divided into two pools of four each by virtue of last year’s standings. Pool A will consist of the Toyota Cheetahs (No 1 ranked last year), the Vodacom Bulls (4), DHL Western Province (5) and the NovaVit Griffons (8).

Pool B sees the Hollywoodbets Sharks (ranked No 2), Airlink Pumas (3), Fidelity ADT Lions (6) and Suzuki Griquas (7) grouped together. Teams will play home and away matches within their respective pools, plus a single round of games against sides in the opposite pool.

The Top 4 teams on the log will progress to the semi-finals on 14 September, with the two winners set to battle it out for the final. This battle will further be amplified with the iconic Currie Cup trophy tour taking place during the semi-finals and final to afford the fans an opportunity to also feel like champions as their favourite teams.

“Best of luck to all the teams, including those in the First Division, who have already commenced their games, and a warm welcome back to Carling Black Label,” Alexander added.

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