By Lehlohonolo Lehana.
Kaizer Chiefs Football Club and South Africa’s most iconic and revered brands, Carling Black Label announced the next chapter of their long-lasting partnership.
A media event was called to the SAB headquarters in Bryanston on Tuesday morning, where the new official sponsorship was confirmed.
The partnership is expected to include fan-focused activations, brand campaigns and match-day engagement initiatives aimed at Chiefs’ large supporter base.
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.
Kaizer Chiefs Marketing and Commercial Director Jessica Motaung stated: “It’s a renewal of our vows after first coming together in 2010. We had a great season last year, lifting a trophy and getting back into CAF Confederations Cup.
“I’m excited for the future, we’re signing with Carling and we’re playing Zamalek this weekend. The stars are aligned.
“Success is very important, but more important partnership, with supporters, with sponsors that allows us to grow.”
Carling Black Label Brand Director Kerryn Greenleaf added: “It’s a new chapter with a successful legacy. Two icons with big brands, it’s not just about today. But a living breathing commitment to put the fans in the centre of everything we do.”
- Every game will have a Carling fan match experience
- Spot cash prizes
- One fan can win a trip to the 2026 FIFA World Cup (all expenses paid)
“There are thousands in the stadium and millions back home, in taverns and bars. We will create an eco-system with Chiefs, so every time they watch Chiefs they will be rewarded for their loyalty.”
Chiefs host rivals Orlando Pirates at the FNB Stadium on Saturday 28 February in the first Soweto Derby of the Betway Premiership season.