Elevating the game: Carling Black Label connects local fans to the world's biggest stage

Daily Maverick

4 days ago

In South Africa, football goes beyond sport –it has become a source of unity, identity and pride. An inheritance passed down through generations, played in backyards, watched on township screens and argued about on taxi rides and in local bars. Its energy is in the chants on the stands, the pride in the jersey and the belief that the fan is as much a part of the match as the players on the pitch.
From the Soweto Derby to midweek Premier Soccer League (PSL) clashes under flickering floodlights, local football is stitched into the national fabric. It's messy, passionate and unfiltered, and it is where talent is spotted barefoot, where coaches become uncles, and fans become part of the experience. Now, as South Africa's domestic champions step onto the global stage at the FIFA Club World Cup, another story is being written, one that centres on the teams and the people behind them – the fans. The ones who've stayed loyal through seasons of near misses and moments of glory.
As part of South African Breweries' 130-year legacy, the brand has pioneered a uniquely fan-first approach that continues to redefine what sponsorship means. This journey is now taking a global turn as Carling Black Label partners with the Mamelodi Sundowns in the FIFA Club World Cup under the powerful banner: Champions to the World.
Carling Black Label has had an enduring relationship with the game and an ongoing, deepening commitment to empowering local voices. It has long recognised that its true strength lies in the people who stand behind the sport, the passionate, knowledgeable and deeply invested fans. More than 91% of the brand's core audience follow local football and now Carling Black Label has responded by giving them real influence.
Through groundbreaking initiatives like the Carling Cup, fans have been empowered to pick teams, call the shots and experience the game from the technical bench. What started as an opportunity to coach Soweto's giants has evolved into the reimagined Carling Cup and the birth of the Carling All Stars, an entire team selected by fans alone.
This evolution speaks to SAB's commitment to remain freshly consistent when it comes to innovation: never standing still, always listening, and always building on what fans value the most. In the lead-up to the FIFA Club World Cup, a tournament which brings together 32 of the best teams from around the world, Carling Black Label has introduced the Score Predictor. It's a digital platform which allows fans to forecast match results, recognising and rewarding the discerning knowledge of the Champion Fans. One of the biggest of these is an all-expenses-paid trip to watch the team that will be crowned the winners of the Fifa Club World Cup at their home stadium.
The Score Predictor is a smart move for the brand. It celebrates the importance of fans in sport. And it validates their passion and expertise by giving them the opportunity to make predictions across 64 games. It's a clever digital tool that acknowledges the extraordinary amount of local knowledge and community commitment in South Africa and puts it on the global stage.
The campaign isn't only about global access, however, it is also focused on local impact as Carling Black Label becomes a vehicle for a deeper social purpose. The brand understands its role and responsibility in shaping positive narratives, leaning into its market and celebrating positive masculinity which is anchored in respect, responsibility and leadership.
Over the years, this focus has translated into programmes that have had significant influence and impact. In collaboration with the PSL, Carling Black Label commits to use Soccer as an influence for good through offering tools and mentorship for Players and soccer fans. efforts are grounded in the belief that there is gold in every bottle and in every man who chooses to lead with purpose. And through the SAB Sharp programme, this message is backed by a commitment to responsible drinking and ethical conduct.
Through fan-first innovation and a purposeful brand vision, Carling Black Label has entertained and empowered, bringing Champion Fans closer to the game, providing platforms for their voices, and challenging the world to see South African football and masculinity through a different lens.
The Champions of the World campaign is a culmination of over a decade of building trust, igniting pride and delivering value beyond the pitch. By blending consistent fan access with innovative experiences, the brand remains committed to pushing boundaries and creating platforms which reflect the power of sport as a force for good. DM