Kaizer Chiefs, Carling Black Label unite in new commercial partnership
SA Breweries’s Vaughan Croeser and Kaizer Chiefs’ Jessica Motaung announced that the two brands were going into a commercial partnership.
Image: Kaizer Chiefs on X
Kaizer Chiefs have announced a new commercial partnership with Carling Black Label, bringing together two of South Africa’s most recognisable brands.
The partnership was revealed by the club on social media on Tuesday, with Chiefs describing the deal as a collaboration between “two iconic South African institutions” and “one powerful partnership”.
Speaking on behalf of South African Breweries, vice-president of marketing Vaughan Croeser said the alignment between the two brands was rooted in shared history and cultural impact.
“We are announcing this partnership between two really great institutions in Southern Africa. Both have shaped this nation’s culture for generations. Both have built loyalty that transcends sport and commerce,” Croeser said.
While specific commercial details of the agreement have not yet been disclosed, the partnership is expected to include fan-focused activations, brand campaigns and match-day engagement initiatives aimed at Chiefs’ large supporter base.
Kaizer Chiefs, one of the most decorated and widely supported clubs in the country, continue to strengthen their commercial portfolio as they seek stability and growth both on and off the field. The club boasts millions of supporters nationwide and remains a major force in South African football culture despite recent on-field challenges.
Carling Black Label, meanwhile, has long positioned itself as a brand closely aligned with football supporters, having previously sponsored domestic competitions and fan-driven initiatives across the country.
The partnership has been branded under the slogan “For the Fans”, reinforcing the focus on supporter engagement and shared identity between the two institutions.
IOL Sport