Kaizer Chiefs announce groundbreaking new partnership

Betway Premiership heavyweights, Kaizer Chiefs, have made a significant power-play in the commercial arena, announcing a groundbreaking new partnership with South African lifestyle and adventure brand, Sealand.

The collaboration, which sees the launch of a new collection of branded, upcycled bags, reinforces the Glamour Boys’ status as one of the continent’s most commercially viable football institutions.

Sealand now joins an already impressive roster of Chiefs partners, including Vodacom, Kappa, SuperSportBET, Toyota, and MedShield.

From the Pitch to the Planet: Heritage Reimagined

The initial launch on Tuesday, dubbed the ‘Kaizer Chiefs Sealand Collection,’ features a range of products—a crossbody, backpack, and toiletry bag—all bearing the iconic Amakhosi badge.

According to the Soweto giants, this is no ordinary merchandise drop. The collection is built on a foundation of sustainability, with the club’s own history literally stitched into the fabric. Sealand has confirmed they have upcycled 88 metres of old Kaizer Chiefs banners, transforming the retired material into durable inner linings for the bags—diverting a substantial amount of waste from landfills.

Speaking on the unique nature of the deal, Chiefs marketing director Jessica Motaung championed the partnership’s deeper significance.

“What makes this partnership with Sealand so powerful is that it allows our very own history to be reimagined through sustainable design, with elements of our Chiefs branding repurposed into the fabric of these products,” Motaung stated. “This means our supporters can carry the Amakhosi badge with pride, knowing they are also supporting local craftsmanship and the protection of our planet.”

Sealand brand director, Howie Khan, echoed the sentiment, emphasising a shared vision that transcends mere marketing. “It’s a meeting of two institutions that carry the spirit, resilience and creativity of this country… Purpose-driven design and world-class sport are not mutually exclusive.”

Contrast on the Turf: Off-Field Gains Amid Coaching Turmoil At Kaizer Chiefs

The commercial success comes as a welcome diversion from a turbulent first half of the 2025/26 season on the pitch. The Naturena-based side recently parted ways with head coach Nasreddine Nabi due to inconsistent results.

Former assistants Cedric Kaze and Khalil Ben Youssef have since been installed as co-coaches for the remainder of the campaign.

Despite the coaching changes, the Soweto giants have maintained a solid, if unspectacular, league standing. Amakhosi currently sit fourth on the Betway Premiership table, with 24 points from 13 games (six wins, six draws, and just one defeat), keeping them firmly in the title conversation.

The new collection is available immediately at Sealand stores in Sandton City and V&A Waterfront, as well as online, ensuring the club’s massive support base—renowned across the continent—can physically link up with this ‘cultural link-up’ between two proudly South African brands.