Innovative platform sees Carling Black Label extending partnership with PSL

THE NEWLY launched Carling Knockout competition, has been met with good news by all.

This follows the announcement by Carling Black Label in partnership with the Premier Soccer League, for the 2023/24 football season.

It will be inclusive of all 16 teams, as a replacement of Telkom Cup.

“We are excited about the launch of this Carling Knockout Cup competition which will increase the share of the conversation voice in all the nooks and crannies, including all media platforms” says Premier Soccer League Chairman Irvin Khoza.

It is always refreshing for the PSL to be part of the innovative marketing ideas emanating from the SAB marketing conveyer belt.

“At Carling Black Label, our commitment has been to give our fans the two things they want most; Africa’s Most Award-winning beer and power in the sports that they love.

This has inspired us to innovate and keep our offering fresh. Now we have been able to conceptualize this exciting Carling Knockout Cup based on our experience in the Carling Black Label Cup over a decade-long partnership with the Premier Soccer League and undoubtedly – our Champion fans,” says Carling Black Label Brand Director, Arné Rust.

The Carling Knockout Cup is scheduled to be held on an annual basis, with the inaugural tournament debuting in 2023. The exhibition match fixture will see the winning team from the Carling Knockout Cup take on the fan-selected Carling Eleven in an all-star showcase of football skills.

The Carling Eleven squad will be composed of 23 players and a coach selected from the remaining 15 PSL teams that participated in the Carling Knockout Cup edition of the relevant season.

As with every innovation introduced by Carling Black Label, the selection of the players will be made by the Champion fans.

To further enhance the entertainment value while developing future stars; the selected team coach will be tasked with including up to 5 players from the Diski Challenge teams, to play alongside the fan-selected PSL players.

According to Khoza, the games will be played until December 16, to conscientious football fans during that ‘dry season’.

 PSL and SAB’s partnership goes far back as 90s.

Image (PSL superior commander Dr Irvin Khoza and Carling Black Label’s Brand Director, Arné Rust at the launch).

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