Doccie: How football fans were empowered to have a say when Soweto Giants play
For 14 years, South African football has been shaped not only by the giants on the pitch, but by the millions of voices in the stands,and now, their story is finally being told.
A new documentary, Champions Call, hands the spotlight back to the “Champion Fans” who transformed a bold idea into one of the country’s most influential football traditions.
Premiered on 20 November in Bryanston and set to air on SABC 1 on 22 and 29 November, the two-part film traces the remarkable evolution of the Carling Black Label Cup, a tournament that dared to challenge football hierarchy and redefine fan involvement.
Launched in 2011, the cup allowed supporters to select the starting line-ups of the Soweto Giants, Kaizer Chiefs and Orlando Pirates, make the first substitutions, and in a national first, place ordinary fans on the touchline as “Champion Coaches.”
What began as an experiment soon became a cultural phenomenon, with millions of votes cast annually and fans gaining unprecedented influence over match-day decisions.
Champions Call revisits this 14-year journey through intimate interviews with players, coaches, supporters and the creative minds behind the tournament. The film takes viewers behind the scenes, documenting emotional fan moments, the technology that powered mass participation, and the cultural shift that elevated supporters from spectators to game-changers.
Speaking to The Star, director Valen’tino Mathibela said the documentary is, above all, a tribute to those who are rarely acknowledged but remain the heartbeat of South African football, the fans.
“There are sporting codes in South Africa with far bigger financial and economic muscle, but none of them come close to what football means to our people,” she said. “Football is accessible, it’s loved, and it belongs to the masses. And Carling understood that. They opened the gates and said to the fans: step onto the touchline, stand next to the coach, and show us if you can deliver the results, you always shout about from the stands.”
Champions Call director Valen’tino Mathibela.
Image: Supplied
Mathibela said the documentary captures the moment when supporters were no longer passive spectators but active decision-makers, choosing players, influencing tactics, and even leading their teams on match day.
But retelling a 14-year story came with emotional and technical challenges. Condensing more than a decade of footage into just one hour forced the team to leave out many powerful and historic clips.
“It was both beautiful and heartbreaking. There are moments people will never get to see. Some of the most precious stories had to fall away simply because of time, especially the mostly untold COVID-19 chapter of Carling. Fans don’t know that story, and they probably never will, because we just didn’t have enough duration,” she said.
One story Mathibela refused to compromise on was that of coach Jose Riveiro, the beloved “people’s coach.” She created a dedicated segment in Part 1 to ensure his legacy received the attention it deserves.
“The piece you saw about Coach Jose, I cut it separately just to celebrate him. I knew that within the broader story he wouldn’t get the spotlight he truly deserves. The archive from 2011 is rich and beautiful, but if we were going to be honest about telling a fan-first story, we had to make room for the voices that shaped this movement.”
Mathibela also detailed how Carling adapted during the pandemic. With stadiums closed and South Africans confined to their homes, the brand had to rethink its engagement strategy.
“Carling still had to give fans something, but safely. As a beer brand, they had to promote responsible behaviour. Fans needed to stay home, and that’s how Cup of Ages was born, to keep them engaged without putting them at risk.”
Despite the sacrifices in the edit room, Mathibela said she is proud of the final cut.
“Even though so much couldn’t make it in, I am happy. What you see on screen is honest, emotional and true to what this journey has always been about, the fans. They are the heartbeat of the game, and this documentary finally gives them the honour they deserve.”
The film also features insights from Jessica Motaung, Bernard Parker, Itumeleng Khune, coach Steve Komphela and referee Victor Hlongwane, who officiated the first Carling Cup, voices that collectively shape the legacy of a tournament built on fan power.
The Star