A new chapter for two South African icons
Two giants of South African culture officially join forces as Carling Black Label and Kaizer Chiefs announce a landmark multi-year partnership under the banner One Voice For The Fans. The deal, unveiled at the SAB Headquarters in Bryanston, signals a major investment in elevating the match-day and season-long experience for Amakhosi supporters.
Both brands are steeped in decades of local tradition and community loyalty, which makes this collaboration feel like a natural pairing. From township taverns to packed stadiums, the stories of Carling and Chiefs have long run parallel through South African football culture.
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Why this partnership matters
At the heart of the agreement are three pillars that shape its purpose:
Legacy
A celebration of the history and cultural influence shared by both brands, and a commitment to using that heritage to inspire the future.
Icons
A recognition of the stature both hold in African sport and lifestyle, merging two household names that cut across generations.
Reward
A renewed focus on honouring supporters, not only with prizes but with meaningful, interactive engagement throughout the football calendar.
Soweto Derby to host the first major activation
The first big moment arrives at the upcoming Soweto Derby at FNB Stadium, where early birds will be welcomed with limited edition Doctor Khumalo vuvuzelas in Chiefs’ classic gold and black. Hidden inside one of them is a life-changing reward: an all-expenses-paid trip to the FIFA World Cup semifinals later this year.
More prizes, including R10 000 and R5 000 cash, will be handed out during a halftime spectacle featuring a vuvuzela choir and Amapiano artists. It is an activation designed to solve a long-standing issue in local football: late stadium arrivals. The message is simple. Arrive early, buy Carling Black Label, head to the activation zone, and stand a real chance to win.
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A season filled with fan-first experiences
Beyond match-day excitement, supporters can expect an entire calendar of exclusive content and rewards. This includes limited-edition merchandise featuring club legends like Doctor Khumalo and Itumeleng Khune, as well as digital experiences for fans who cannot make it to the stadium.
Both brands are planning an extended roll-out of online campaigns to keep supporters engaged between fixtures, ensuring that the partnership lives well beyond ninety minutes on a Saturday afternoon.
Leadership emphasises fan value
Carling Black Label’s Brand Director Kerryn Greenleaf says the partnership is a pledge to the people who make both brands what they are.
She describes the collaboration as a commitment to ensuring supporters are not passive spectators but active champions who are celebrated at every touchpoint, from derby days to continental competitions.
Kaizer Chiefs Marketing and Commercial Director Jessica Motaung echoed that sentiment, noting that the club has always placed its fans at the heart of its identity. She added that this partnership will unlock new opportunities for supporters to feel seen, valued, and appreciated throughout the season.
Building on Carling’s track record
Carling Black Label already has a strong reputation for fan-driven initiatives, particularly through the Carling Knockout, which saw 8.2 million votes cast last year and record stadium turnouts. The partnership with Kaizer Chiefs extends that philosophy, giving supporters not only influence but tangible rewards across the 2025–26 season.
All activations will be targeted at legal drinking-age supporters with responsible consumption messaging in place.
What to expect next
The One Voice For The Fans partnership runs throughout the 2025–26 football season, with more activations, rewards, and surprises expected in the coming months. For Chiefs fans, this collaboration signals a fresh era where loyalty is not just encouraged but rewarded in bold and imaginative ways.
Read more: Kaizer Chiefs keep captain Brandon Petersen as contract extended to 2027
Source: SuperSport
Featured Image Source: Kaizer Chiefs on X
