Carling Black Label Launches Made for Champions Campaign Ahead Of The 2026 FIFA World Cup
Carling Black Label officially launched its “Made for Champions” campaign ahead of the 2026 FIFA World Cup at The Pavilion, Saxon Hotel Villas & Spa in Johannesburg.
At the heart of the launch was the recognition of Ntate John, a stadium worker with 28 years of dedicated service at Loftus Versfeld, who was honoured with a plaque presented by football icon Itumeleng Khune and respected South African sports journalist Bareng-Batho Kortjaas. His story anchors the campaign’s central idea: that the greatest champions are often the ones who never get called onto the stage.
The event marked the official launch of the “Made for Champions” platform — a campaign built on the belief that football greatness is made not only on the pitch, but by the millions of contributors whose effort, passion and service make the game possible. The Carling Predictor, brand documentary and panel discussion all served to bring that belief to life.
At the centre of the campaign is the Carling Predictor platform, available at www.carlingpredictor.com and via USSD (120660#), which allows consumers to predict the outcomes of all 64 FIFA World Cup matches. Participants stand a chance to win rewards including airtime, beer, and exclusive experiential prizes.
Fans who consistently engage with the platform will qualify for a VIP FIFA World Cup final viewing experience alongside friends and influencers, creating a structured reward system that links participation to real-world fan experiences.
A key highlight of the launch was the screening of the “Made for Champions” short film, which honours the unsung contributors of the 2010 FIFA World Cup in South Africa. The documentary focuses on behind-the-scenes stadium workers, grounds teams and operational staff whose work enabled the delivery of one of Africa’s most significant global sporting events.
Among the featured stories is that of John, a long-serving stadium employee with 28 years of service at Loftus Versfeld, whose journey reflects the campaign’s focus on recognising individuals whose contributions remain essential but largely unseen.
Speaking at the launch, Carling Black Label Vice President of Marketing, Vaughan Croeser, said the campaign reinforces the brand’s long-standing belief in 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,” said Croeser.
The launch also included a panel discussion featuring football and media voices unpacking the importance of “champions behind champions” and the role of unseen contributors in delivering global sporting events.
Carling Black Label confirmed that the “Made for Champions” platform will run throughout the 2026 FIFA World Cup period, with ongoing engagement, reward activations and storytelling designed to deepen fan participation and strengthen cultural connection to football.