South Africa, Oct. 16 -- The tournament, which launched on 14 October 2026, marks the fourth edition since the beer brand became a sponsor in 2023.

The partnership with the Premier Soccer League (PSL) gives Carling Black Label a platform to connect with football supporters through a competition that combines professional football with fan participation.

This year's campaign centres on the Champion Coach Experience, which invites supporters to test their football knowledge throughout the tournament, with the opportunity to win a coaching-themed experience at the final.

The initiative reflects a broader sponsorship strategy in which brands seek to turn sports partnerships into interactive experiences, encouraging audiences to participate...