CARLING BLACK LABEL JOIN FORCES WITH KAIZER CHIEFS TO BENEFIT FANS

Both brands share decades of cultural influence and multi-generational loyalty, creating a natural alignment that promises to redefine fan engagement in South African football.

The collaboration of the Carling Black Label, Kaizer Chiefs, and the Amakhosi fans was confirmed at SAB Headquarters in Bryanston. and was reaffirmed dating back to the 2010 World Cup. Both brands share decades of cultural influence and multi-generational loyalty, creating a natural alignment that promises to redefine fan engagement in South African football.

The partnership is anchored in three strategic pillars: Legacy, benefiting from the rich history of the two iconic brands as a catalyst for the future; Icons, celebrating two of Africa’s greatest brands in beer and football; and Reward, honouring fans through unmatched engagement and recognition.