Carling Black Label has solidified its status as a beer favoured by South African football fans, this after announcing a five-year contract to become the Premier Soccer League’s (PSL) official beer supplier.
Following on from its hugely successful role as sponsors of the Carling Black Label Champions Cup since 2011, Carling Black Label’s partnership with the Premier Soccer League (PSL) has aimed to enhance the fan experience at matches and simultaneously deepen Carling Black Label’s aim to assist in the development of football in South Africa.
Through the Carling Black Label Champions Cup, the brand has become an integral part of the South African football fabric, which over the past seven years has afforded football fans with the opportunity to be heard. The decision to partner with the PSL will
continue to amplify the voices of supporters through various activations and will heighten the brand’s visibility at all league and cup games during the season.
“For the past seven years, Carling Black Label has successfully delivered the Carling Black Label Champions Cup, in partnership with Kaizer Chiefs and Orlando Pirates. We believe that it is time to further boost our relationship with the entire PSL by collaborating with more stakeholders for the development of the Beautiful Game, by enhancing the fans’ experience with football in South Africa,” says Carling Black Label Director, Samori Gambrah.
The sponsorship means that Carling Black Label will now take over from Castle as an Official PSL Partner, and will therefore have visibility and branding at matches.
“Football and beer are synonymous, and as a brand, we have a profound understanding of the passion that fans have for the two. We believe it is the perfect combination to enjoy the sport and we are certainly looking forward to providing fans with endless hours of enjoyment throughout the season,” adds Gambrah.
The Carling Black Label Champions Cup is an eagerly-anticipated clash on the South African football calendar between two of Africa’s most established football teams and plays out to sell-out crowds at the cavernous FNB Stadium yearly.