New AmaZulu owner Sandile Zungu has highlighted the need to utilise soccer as "a tool for social cohesion".
Zungu bought that financially flailing club at the end of last season and has immediately raised hopes and spirits.
The astute business made funds available for the purchase of new players, not least ex Bafana star Siphiwe Tshabalala and former Orlando Pirates winger Luvuyo Memela.
Confidence in John Maduka as head coach has, meanwhile, led the side to qualify for the MTN8 final, where they will face Pirates in December.
Speaking to the Sowetan, Zungu explained he sees a lot of potential in soccer in South Africa, even amid a time of international uncertainty due to Covid-19.
He also outlined his intention to make AmaZulu one of the biggest clubs in the country.
He said: "I see football as a huge opportunity of making money. I see an opportunity for commercial success. Everyone wants to associate themselves with big companies, so we must grow our fan base, attract more people and win trophies. That can lay a foundation to make money for the club.
"When AmaZulu is doing well, the mood of KZN people becomes much better. The spirit among ordinary people really improves. Also, soccer is a tool for social cohesion.
"For someone like myself, who operates at the highest level in business, being the president of the Black Business Council and operating at a level where I interact directly with government and other social partners, I truly appreciate the value of social cohesion."
Zungu added: "We want to finish in the top-four this season, AmaZulu is a sleeping giant. Usuthu is potentially the biggest football team in this country and my intention is to make the club the biggest, otherwise I’d not have come in."
- TEAMtalk media