Football icons join forces to tackle gender-based violence

Football is more than just a sport in South Africa, it is a powerful cultural force that shapes communities, inspires young people, and influences social behavior.

Recognising this, Carling Black Label’s #NoExcuse campaign continues to harness the power of football to drive meaningful change in the fight against gender-based violence (GBV).

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The latest phase of this initiative was unveiled at a live television broadcast at SABC Auckland Park on February 26, where football icons, Carling Black Label representatives, and PSL executives came together to emphasise the role of sports in fostering positive masculinity and social transformation.

Carling Black Label Brand Director, Kerryn Greanleaf, stressed the importance of using football as a platform for meaningful conversations around masculinity and accountability.

She highlighted that the Champions for Change Player Programme is designed not just to create awareness, but to equip men with practical tools that lead to tangible behavioral change.

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“Football is a space where millions of men and young adults engage passionately every week. It is one of the most powerful platforms we have to address critical societal issues like gender-based violence.

The Champions for Change Player Programme is ensuring that we move beyond just conversations—we are instilling values that redefine what it truly means to be a champion.

Strength is not about dominance or aggression. Strength is about leadership, respect, and the ability to hold oneself accountable,” said Greenleaf.

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The PSL has been a key partner in rolling out the initiative, integrating the programme into team structures and ensuring that players, coaches, and club management undergo structured training on responsible masculinity, emotional intelligence, and leadership.

PSL Acting CEO, Mato Madlala, reinforced the league’s commitment to the programme, explaining that football has a responsibility to shape positive behavior both within the sport and in broader society.

“Our players are not just athletes, they are public figures who carry immense influence in their communities. That influence must be used to promote respect, accountability, and a culture where there is truly no excuse for gender-based violence.

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The Champions for Change Player Programme provides the right tools and education to ensure that players are not just exceptional on the field, but are also role models who inspire the next generation,” said Madlala.

The initiative has received strong backing from some of the sport’s biggest names, with football icons stepping forward to advocate for the cause.

UEFA Champions League winner, Benni McCarthy, has thrown his support behind the programme, emphasising that mentorship and leadership play a crucial role in shaping young men’s perceptions of masculinity.

“As footballers, we have a responsibility to lead by example. Too many young boys look up to us for us to ignore the weight of our influence.

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The Champions for Change Player Programme is ensuring that players understand what leadership really means—it’s not just about scoring goals or winning matches, but about how you treat others, how you carry yourself, and the impact you have off the field.

If we can use our platform to shift mindsets, then we can help prevent gender-based violence before it happens,” said McCarthy.