Sibongiseni Gumbi
Football Writer
2 minute read
5 Jul 2022
11:42 am

WATCH: The ‘league’ cup is back as PSL announce new sponsor

Sibongiseni Gumbi

'I kept everyone in suspense… you must understand that I am in the business of content creation, live content,' said Irvin Khoza

PSL chairman Irvin Khoza has announced a new cup competition sponsor on Tuesday Photo: Sydney Seshibedi/Gallo Images

The Premier Soccer League (PSL) has found a new sponsor for one of their knockout competitions which had been in absent over the past two years. 

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The knockout competition was last played in 2019 when it was sponsored by Telkom and called the Telkom Knockout. 

It will now be named the Carling Knockout Cup and be played by all 16 top flight teams. 

“I kept everyone in suspense… you must understand that I am in the business of content creation, live content,” said PSL chairman Irving Khoza when he announced the sponsorship on Tuesday morning.  

“We have the responsibility of increasing the happiness index in the country and we create conversations. 

“I am highly elated because I am coming to answer the question that has been asked, ‘What are we doing with the Telkom Knockout Cup?’ Today I am announcing the new sponsor, Carling Black Label.

“The development and evolution of professional football in South Africa dates back to the 1960’s when the marriage between NSL and SAB was consummated. 

“The marriage has so many successes as SAB created the biggest beer brands on the continent and the PSL created the biggest professional football brand on the continent.

“It is always refreshing for the PSL to be part of the innovative marketing ideas emanating from the SAB marketing conveyer belt.

“We are excited about the launch of this Carling Knockout Cup competition which will increase the share of the conversation voice in all the nooks and crannies, including all media platforms.” says Khoza.

Carling Black Label’s brand director Arné Rust also revealed that their relationship with football started a long time ago.  

“At Carling Black Label, our commitment has been to give our fans the two things they want most; Africa’s Most Award-winning beer and power in the sports that they love. This has inspired us to innovate and keep our offering fresh. Now we have been able to conceptualize this exciting Carling Knockout Cup based on our experience in the Carling Black Label Cup over a decade-long partnership with the Premier Soccer League and undoubtedly – our Champion fans,” says Rust.