Carling Black Label Knockout Cup Promises Rich Rewards for Top Tier Clubs and Their Fans

• The Carling Black Label Knockout Cup is a new competition to replace the defunct Telkom Knockout
• Only the 16 teams of the top division will be eligible but the fans will play their part too
• The fixtures for the competition were drawn at a launch event but no dates have yet been confirmed

The nation’s favourite beer has thrown its brand behind a fresh knockout competition.

The Carling Black Label Knockout Cup will combine football with fan engagement.

Throughout the competition, supporters will be influential, picking the player of each match and getting to select an All-Star team to face the eventual champions.

Carling Black Label and the Premier Soccer League had a launch party to celebrate the new competition.

The beer company is hoping to replicate the interest it generates through the Carling Black Label Cup, a fan-driven experience, with this new venture.

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Central to the fan experience is the Man of the Match vote, where fans select the player they think deserves to walk away with R100 000.

Another monetary incentive is the Fak 'iGoal Uzobona giveaway which has prize money relative to the minute a goal is scored.

KickOff clarified that Fak ‘iGoal Uzobona translates to ‘score a goal and see’ and explains that every 90 minutes comes with a R90 000 prize that shrinks by R1000 every minute the clock winds down.

Should a fan guess the correct minute a goal is scored, the fan and goalscoring team will win the amount left on the clock.

The PSL released a statement that quoted Carling Black Label brand director, Arné Rust, as saying:

"At Carling Black Label, we have always made our intentions clear; we want to champion the game of football and most importantly, empower the voices of our champion fans."

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The winners' purse and dates for the fixtures have yet to be disclosed but the draw threw up some enticing encounters.

Carling Black Label pushes innovation

Sports Brief reported previously on other innovative ways Carling Black Label pushes fan engagement.

During the 2022 FIFA World Cup, Carling Black Label launched the Carling Score Predictor on USSD and the web, making the platform as accessible as possible.

Fans were able to compete in a national overall league, round-robin leagues, and social leagues with friends and family.