Big cup put off

2018-05-23 06:01

The Carling Black Label Champion Cup will be postponed in 2018, to allow the new stable-mate in the AB InBev portfolio, Budweiser, to activate its global sponsorship of the Fifa World Cup over the June and July period.

AB InBev intends to leverage the company’s global sponsorship of the Fifa 2018 World Cup to bring fans a unique and engaging experience of the global showpiece.

Activities are planned in South Africa throughout the duration of the tournament, over June and July, the period in which the Carling Black Label Champion Cup is traditionally hosted.

“We fully understand our consumers’ anticipation of the Carling Black Label Champion Cup, as it has become South Africa’s most sought-after pre-season showpiece,” said Grant Pereira, Carling Black Label director.

“However, as Budweiser is now part of our AB InBev family, it is the company’s intent to celebrate and support the activations around the Fifa World Cup and allow fans the opportunity to fully immerse themselves in the tournament.”

Pledging what he described as a stronger than ever commitment to local football and the fans, he said the official launch of the new partnership launch was set for August.

“This aims to bring our consumers an unprecedented fan experience throughout the season, across all 16 teams, and in 2019 we expect to bring back the Carling Black Label Champion Cup in a refreshed format,” Pereira added.

“Our partners, Kaizer Chiefs, Orlando Pirates and Stadium Management South Africa are supportive of our decision and commitment to broaden our horizons, as ultimately this is for the empowerment of Champion fans throughout the country.”

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