02 August 2016

The build up to South Africa’s greatest football spectacle culminated at the FNB Stadium as Carling Black Label in partnership with the two Soweto giants, Kaizer Chiefs and Orlando Pirates staged yet another magnificent edition of the Carling Black Label Champion Cup.

The most sought after event in the country’s football calendar has remained true to its brand promise of recognizing the voices of fans and making them feel like champions. From the official launch of the campaign, Carling Black Label went to the heart of Johannesburg where the Joburg Park Station was transformed into a fan park where fans got to interact with their players and coaches to officially kick start South Africa’s biggest football showpiece. Since partnering with the giants of South African football in 2011, the multi-award winning beer brand has completely transformed the Soweto Derby experience with its innovative strategies of fan engagement.

A selection of full starting line ups, live substitutions and vigorous testing of coaching acumen has seen Carling Black Label continuing to set a trend of how to truly recognize the importance of fans while at the same time put them in the driving seat of one of the fiercest sporting rivalries in the world.

Leading up to the highly anticipated clash, Carling Black Label completely took over Soweto with a bus tour that included Kaizer Chiefs and Orlando Pirates legends (Fabian McCarthy & Edward Motale), House music heavyweights (DJ Cleo & DJ Tira) and Carling Black Label Champion Cup Ambassadors (Coach Khosi & Coach Buccaneer) in a Soweto Invasion that saw Soweto come to a complete standstill.

In appreciation of the loyalty shown by consumers that has contributed to the on-going success of the Carling Black Label Champion Cup, a total of 34 consumers from different corners of South Africa were rewarded for their continuous engagement and voting of their starting line ups. The Champion Coaches were given a once in a lifetime opportunity of staging a guard of honour for their two respective clubs in a packed to capacity FNB Stadium.

The quality displayed on Saturday proved to be exceptional from both teams as Kaizer Chief emerged victorious with a 2-0 victory over arch-rivals, Orlando Pirates to claim their second Carling Black Label Champion Cup victory. Fans at the FNB Stadium were not the only ones to witness the electrifying fan engagement experience by Carling Black Label. The Durban Fan Park at the Kingsmead Cricket Stadium where thousands of fans enjoyed the Soweto Derby on a giant screen was also a highlight of this year’s edition as Carling Black Label took the Soweto Derby to South Africa’s playground.

Thanking the millions of fans who have made their voices heard over the last four months, Carling Black Label General Manager, Mr. Vijay Govindsamy said that the 2016 edition of the Carling Black Label Champion Cup has yet again proven the importance of giving fans the platform to make their voices heard.

“This year’s edition of the Carling Black Label Champion Cup has truly succeeded in living up to its goal of giving fans the power to make their voices heard. We took the launch to the people; we went to the heart of Soweto with legends and celebrities but most importantly, extended the Champion Coach experience beyond the two lucky consumers to 34 Champion Coaches from different parts of the country. This is what makes us stand proud as a brand that truly understands and rewards the passion, effort and loyalty of fans. We thank the millions of supporters for their continued support and look forward to celebrating more Champions next year” said Govindsamy.