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EZEKIELPHALANA ADDITIONAL INFO BY CARLING BLACK LABEL
Carling Black Label has officially launched its bold new “Made for Champions” campaign ahead of the 2026 FIFA World Cup, unveiling a powerful platform that celebrates the often-overlooked individuals whose dedication, passion and service make the beautiful game possible.
Hosted at The Pavilion at Saxon Hotel Villas & Spa in Johannesburg, the launch brought together football personalities, media representatives, and fans to mark the beginning of a campaign that shifts the spotlight beyond the pitch and onto the countless contributors who help shape football’s greatest moments.
At the heart of the event was a moving tribute to Ntate John, a stadium worker who has dedicated 28 years of service to Loftus Versfeld Stadium. In a symbolic moment that captured the essence of the campaign, Ntate John was honoured with a commemorative plaque presented by South African football icon Itumeleng Khune and respected sports journalist Bareng-Batho Kortjaas.
His recognition embodied the central message behind “Made for Champions”: that true greatness in football is not only defined by those who score goals or lift trophies, but also by those whose commitment behind the scenes makes every match possible.
The launch also introduced the Carling Predictor, an interactive fan-engagement platform available online and via USSD, enabling supporters to predict the outcomes of all 64 FIFA World Cup matches. Participants stand a chance to win a range of rewards, including airtime, beer and exclusive football experiences throughout the tournament.
Fans who consistently engage with the platform will also have the opportunity to qualify for an exclusive VIP FIFA World Cup Final viewing experience alongside friends and influencers, further rewarding their passion and participation.
A key highlight of the evening was the screening of the “Made for Champions” short documentary, a compelling tribute to the unsung contributors of the 2010 FIFA World Cup in South Africa. The film shines a light on stadium workers, grounds teams and operational personnel whose tireless efforts helped deliver one of the continent’s most significant sporting achievements.
Speaking at the launch, Vaughan Croeser, Vice President of Marketing for Carling Black Label, said the campaign reflects the brand’s enduring commitment to recognising everyday excellence.
“Ntate John gave 28 years to this sport without ever being put on a stage for it. Having Itumeleng Khune and Bareng-Batho Kortjaas present that recognition to him publicly is exactly what ‘Made for Champions’ means to us. This campaign is not about the spectacle of football — it is about the people who make it possible, and our commitment to ensuring they are seen. The Carling Predictor and everything else we have built for this World Cup exists to extend that same spirit of recognition to every South African football supporter.”
The evening also featured an engaging panel discussion exploring the importance of the “champions behind champions” and the often-unseen individuals whose efforts are critical to the successful delivery of major sporting events around the world.
As anticipation builds for the 2026 FIFA World Cup, Carling Black Label’s “Made for Champions” platform will continue throughout the tournament period, combining fan engagement, storytelling and rewarding experiences to deepen South Africans’ connection to the game they love.
Through this campaign, Carling Black Label is not only celebrating football’s biggest stage but also the people who build it, maintain it, support it and believe in it—proving that champions are found everywhere, both on and off the field.
