Champion moms raising new order of champions

Carling Black Label has paid tribute to the women who raised champions — the mothers behind South Africa’s most promising footballers.

Released across the brand’s digital platforms during one of the country’s most high-profile football moments, a new video message turned the spotlight away from match results and onto the real foundation of greatness: family.

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As part of its ongoing Champion Moms initiative, the brand collaborated with two players from the Soweto Giants — Mduduzi Shabalala and Thalente Mbatha — to honour the women who raised, believed in, and inspired them.

Before Mduduzi wore the Amakhosi jersey, he was a young boy with a ball and a dream. His mother remembers how that dream first began to show itself.

“We bought him so many shoes. But there were always holes in them,” she recalls. “That’s how we knew — wherever he was, he was playing football. That’s where it all began.”

For Thalente’s mother, her son’s journey was marked by a name that carried meaning from the very beginning.

“When they asked me what I would name him, I just said Thalente,” she says. “I don’t know why. I think it was my way of manifesting that he would be talented.”

These reflections form part of a heartfelt digital tribute that blends quiet, personal moments with words that resonate across generations. In one scene, Mduduzi surprises his mother at home:

“What are you doing here?” she asks.

“I came to visit you,” he replies.

Her response is brief, but full of history:

“Thank you so much for everything you have done for the family. I love you.”

“I love you very much,” Mduduzi answers.

A similar moment unfolds between Thalente and his mother.

“Is it really you?” she asks with disbelief. “I am very proud of you and the person you have become.”

To which he replies: “You are my champion too, Ma. I love you.”

The content piece is part of the broader #ChampionWords campaign, which invites South Africans to reflect on the most impactful advice or encouragement they’ve received from their mothers. Throughout the week, selected messages from fans will appear on digital billboards across the country — turning everyday public spaces into living love letters.

Kerryn Greenleaf, Brand Director for Carling Black Label, explains the campaign’s purpose:

“We live in a country where mothers are the first teachers, the first believers, the first protectors. This campaign isn’t about football glory — it’s about the unseen work of mothering, and the words that keep us going long after we leave home.”

In the final moments of the video, respected commentator Baba Mthethwa delivers a closing line that echoes well beyond the screen:

“A mother’s love is unrivalled. End of the story.”