Chiefs reveal three pillars of new partnership with Carling Black Label

In a move set to reshape the landscape of fan engagement in South African football, Kaizer Chiefs and Carling Black Label have officially launched a landmark multi-year partnership titled “One Voice – For The Fans.”

The collaboration, unveiled on Tuesday at the SAB Headquarters in Bryanston, Johannesburg, sees Africa’s most awarded beer become an official sponsor of the Amakhosi. The deal is not merely a branding exercise but a massive investment into the match-day experience of the “Amakhosi faithful.”

The Three Strategic Pillars, According to Chiefs

Central to this historic union is a roadmap designed to deepen the connection between the club and its massive support base. Leadership from both organisations outlined three core pillars that will anchor the partnership:

1. Legacy: Leveraging the rich, multi-generational history of both iconic brands to act as a catalyst for future growth.

2. Icons: A celebration of two of the continent’s greatest “power brands”—one in brewing and the other in football.

3. Reward: A commitment to honouring supporters through unprecedented engagement, prizes, and recognition.

“This partnership represents more than sponsorship—it’s a commitment to the millions of fans who are the lifeblood of both our brands,” said Kerryn Greenleaf, Brand Director for Carling Black Label.

Carling Black Label x Kaizer Chiefs

“One Voice – For The Fans.”#ChampionBeer #ForTheFans pic.twitter.com/eBlOZT2Enr

— Kaizer Chiefs (@KaizerChiefs) February 11, 2026

Tackling Punctuality with World Cup Rewards

The partnership will make its first major splash at the upcoming Betway Premiership Soweto Derby against Orlando Pirates (Saturday, 28 February at 15:30 at FNB Stadium) with a creative solution to a long-standing issue in local football: fan punctuality. To incentivise supporters to arrive early, organisers are launching a high-stakes activation.

Fans arriving well before kick-off will receive limited-edition Doctor Khumalo vuvuzelas in the club’s traditional gold and black. While thousands will be distributed, one “golden” vuvuzela contains a life-changing prize—an all-expenses-paid trip to the 2026 FIFA World Cup semi-finals in North America.

Additionally, fans can win cash prizes of R5,000 and R10,000 during a revamped halftime show featuring a vuvuzela choir and live Amapiano performances.

A New Era for Chiefs Supporters

For Kaizer Chiefs’ Marketing and Commercial Director, Jessica Motaung, the deal is about ensuring fans feel valued beyond the 90 minutes on the pitch.

“At Kaizer Chiefs, our supporters are at the heart of everything we do,” Motaung stated. “Partnering with Carling Black Label gives us the opportunity to honour that passion in ways that are both meaningful and memorable.”

Beyond the Derby, fans can expect a season-long rollout of exclusive merchandise featuring legends like Doctor Khumalo and Itumeleng Khune, alongside digital engagement opportunities for those unable to attend matches in person.

The partnership comes on the heels of Carling Black Label’s massive success with the Carling Knockout, which saw over 8 million fan votes last year. By joining forces with South Africa’s most successful club, the brand looks to extend its philosophy of “empowering the fan” to a permanent, season-long platform.