Organisers said the deferment would allow South African Breweries’ new stable-mate in the AB InBev portfolio, Budweiser, to activate their global sponsorship of the global tournament over the June and July period.
AB InBev intends to leverage the company’s global sponsorship of the FIFA 2018 World Cup to bring fans a unique and engaging experience of the global showpiece. Activities are planned in South Africa throughout the duration of the tournament, over June and July, the period which traditionally hosts the Carling Black Label Champion Cup.
Grant Pereira, Carling Black Label Director , said they understood consumers’ anticipation of the Carling Black Label Champion Cup as it had become South Africa’s most sought-after pre-season showpiece.
“However, as Budweiser is now part of our AB InBev family, it is the company’s intent to celebrate and support the activations around the FIFA World Cup and allow fans the opportunity to fully immerse themselves in the tournament.”
Meanwhile, in August, Black Label will launch its new partnership with the Premier Soccer League, which aims to bring our consumers an unprecedented fan experience throughout the season, across all 16 teams.
“In 2019, we expect to bring back the Carling Black Label Champion Cup in a refreshed format,” Pereira said.