Carling Black Label honours unsung football heroes with Made for Champions campaign launch
At a Sandton launch ahead of the 2026 Fifa World Cup, Carling Black Label spotlighted stadium workers, fans, and behind-the-scenes contributors as the true backbone of football.
Carling Black Label officially launched its Made for Champions campaign at The Pavilion, Saxon Hotel Villas and Spa in Sandton, setting the tone for its activation ahead of the 2026 Fifa World Cup.
The campaign shifts attention away from only on-pitch stars and focuses on the unseen workers who make global football possible. Central to the launch was Ntate John Maimane, a stadium worker with 33 years of service at Loftus Versfeld, who was honoured with a plaque presented by former Bafana Bafana goalkeeper Itumeleng Khune and sports journalist Bareng-Batho Kortjaas.
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His story anchors the campaign’s message that the greatest champions are often the ones who never get called onto the stage. A short film screened at the event, also titled Made for Champions, revisited the legacy of the 2010 Fifa World Cup in South Africa, highlighting grounds staff, stadium crews, and operational teams whose work often goes unnoticed.
Maimane said he is so happy for this recognition, and he did not expect it. “I am over the moon about this, and seeing myself on that screen speaking is the highlight of my night.”
@caxtonjoburgnorth WATCH: Carling Black Label officially launches its Made for Champions campaign at The Pavilion, Saxon Hotel Villas and Spa in Sandton, setting the tone for its activation ahead of the 2026 Fifa World Cup. Video: Duduzile Khumalo #Worldcup #Champions
♬ original sound – Caxton Joburg North – Caxton Joburg North
Carling Black Label brand director Kerryn Greenleaf said the idea came from finding a way to connect the global tournament with everyday South Africans. “It felt like not really our space to just talk about the spectacle on the pitch. We really wanted to bring to life another story that hasn’t been told enough.” The campaign also includes the Carling Predictor platform, allowing fans to make match predictions and win rewards during the tournament build-up.
Also read: On this day in history: FIFA recognises South African football
Khune reflected on the emotional weight of recognising unseen contributors. “It’s only fair to give credit to those champions behind the scenes. When we arrive at stadiums, everything is in place for us to perform at our best.”
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