Carling Black Label challenges football fans to shape the future of football

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M-Sports Marketing
Following a year-long hiatus, the country’s most innovative sporting fixture makes a return

Launched in 2011, the Carling Black Label Cup made waves across the country by giving the everyday South African fan the opportunity to select their preferred starting line-up and stand a chance to lead their team to victory on match-day, as the Champion Coach. The brand introduced this unique football spectacle to give fans an unprecedented opportunity to directly influence one of the biggest football rivalries ahead of the upcoming football season.

True to the purpose of the Carling Black Label Cup, in responding to, and empowering the voice of the Champion fan, in 2019, Carling Black Label has relaunched the campaign with a new mission – to shape the future of football.  In this year’s edition of the Carling Black Label Cup, the Champion fan will be empowered like never before: In addition to the selection of the starting line-up, fans will have the opportunity to give their opinions on a selection of changes to the game in format, technology and the use of social media. Fans around the world debate how to improve the pace, entertainment and overall experience of the game, and now, the South African fan will have an opportunity to shape the future of football.

On the 28th May 2019 participants fans will be asked to express their opinion on a number of selected ‘Game Changers’, as part of the on-pack mechanic, on USSD, website, as well as on Twitter polls and radio call-ins. Game Changers’, include, but are not limited to; 4th substitute for a goalkeeper, captain selection, Twitter selects substitution, rolling subs, yellow card timeout, Twitter selects man of the match  and a microphone on the ref. Voting will close for ‘Game Changers’ on the 30th June 2019. Following the selection process, Carling Black Label in partnership with Kaizer Chiefs and Orlando Pirates will, subject to requisite approvals, endeavour to implement a minimum of one Game Changer into the Carling Black Label Cup match-day. The chosen Game Changer(s) will be announced in July 2019.

Excited by the new approach and direction, Carling Black Label Brand Director, Grant Pereira said: “

In recognizing the necessity to evolve the concept of the Carling Black Label Cup, while simultaneously retaining the elements which are core to the DNA of the property, we are retaining the selection of the starting line-up, and Champion Coach experience. However, staying true to our bold character, and our role in enabling the voice of the fan, we are excited to announce the 2019 Game Changers, and in doing so, give the Champion Fan the opportunity to voice their opinion, and shape the future of football.

We are fortunate enough to have an amazing partnership with the two Soweto Giants in Kaizer Chiefs and Orlando Pirates, who both have such a rich history in football and who share our ambition in innovating and empowering the voice of the fan. “said Pereira

In 2019, we could not ignore the growing influence of technology on the game which is realized in the form of technology such as VAR and goal-line technology but also in the form of social media where a large number of football discussions take place. We will open up channels of communication for the fans to voice their opinions on what changes they hope to see at future Carling Black Label Cup games. We truly seek to touch on all aspects of the game and have partnered with the incredible Ian Wright who has brought some wonderful insight into the direction in which football is heading globally.” he concluded.

The brand’s innovative approach in giving fans a bigger role in their team’s decision making was endorsed at the launch event by the English football legend and pundit, Ian Wright who was in attendance.  Wright gave his well-informed perspective through a description of how fans have in recent times become more vocal and actively involved in how teams are being managed “We've seen around the world that the voice of the fan is the most powerful voice in football. Social media, fan reporters, bloggers, video games and the availability of what used to be "club only" data and technology has empowered fans even more to have the most in-depth knowledge and insight into their teams."

I'm very proud to be working on this year's Carling Black Label Cup - the Soweto Derby at the world-renowned FNB Stadium is one of the most iconic events in the game and it is a real privilege to be here, engaging with some of the most passionate fans in football." Wright said.

The campaign has maintained the ultimate Champion Coach experience for two lucky adult consumers over the age of 18 who will coach their favorite team during training, sit in the pre-match briefing and be part of the dugout on match day.  Consumers can enter by purchasing a selected Carling Black Label beer and dialing *120*660* unique code # to enter. Entry is 20c per 20 seconds on USSD.

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Tickets to the Carling Black Label Cup game set for Saturday, 27 July 2019 at the historic FNB Stadium in the heart of Soweto, are available at Computicket as well as Shoprite/Checkers stores countrywide. Consumers can also purchase their tickets at www.computicket.com. Tickets come in three categories: Level 5 which will be selling for R75 Level 1 - R110 and Level 2  for R180.

The Soccer City stadium also offers hospitality packages which are sold through SAIL at www.sail.co.za. 

 

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