Carling Black Label and Kaizer Chiefs Football Club announced a landmark multi-year partnership uniting two of Africa’s most celebrated brands under the banner “One Voice – For The Fans” on February 25.

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 fan experience.

The partnership launches with an activation at the upcoming Soweto Derby, where early-arriving fans will receive a limited number of Doctor Khumalo vuvuzelas in the club’s iconic gold and black colours.

One vuvuzela contains a grand prize: An all-expenses-paid trip to attend the 2026 FIFA World Cup semi-finals in North America. Cash prizes of R10 000 and R5 000 will also be awarded during a half-time show featuring a vuvuzela choir and amapiano artists.

Attendees are urged to arrive before kick-off, purchase Carling Black Label, visit the activation area and stand a chance to win. Winners will be announced at halftime.

Beyond match-day activations, the partnership will deliver season-long 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.

Speaking at the 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 allows us 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.”

“We are truly excited about this new chapter of our partnership with Carling Black Label. Building on the strong foundation we’ve established together, we look forward to creating more magical moments that will delight and reward the Amakhosi faithful.”

The partnership will provide fans with tangible rewards and exclusive experiences throughout the 2025–26 season and beyond.

Readers can stay up to date with further announcements by checking the official brand website and social media pages.