Carling Black Label Continues “Where Champions Are Made” Legacy As 2025 Currie Cup Kicks Off

Africa’s most awarded beer, Carling Black Label, continues crafting support the world’s oldest rugby tournament as the 2025 Carling Currie Cup kicks off this Friday.

Carling Black Label has cemented itself as the brewers of ‘champion players’ on the football playing fields and strives to do so within the rugby space. The brand would like to help reignite the passion for this domestic tournament and the importance it has in laying the foundation for our future Springboks, as the Carling Currie Cup is a platform where Champions are Made.

The Currie Cup has long been the proving ground where future cut their teeth, and this year’s edition continues that tradition. Fresh talent from across the country’s unions will take centre stage, showcasing the rich talent and potential brewing within their respective squads. 

For Carling Black Label, this tournament represents more than sponsorship – it’s an investment in further fermenting the foundation of the South African rugby excellence, with the partnership continuing the decades-long association between SAB and SA Rugby. This demonstrates Carling Black Label’s commitment to South African sport and community development through rugby excellence.

“This champion brand continues to sponsor the Currie Cup because this domestic tournament allows Carling Black Label to share its brand purpose with South African rugby fans,” says Kerryn Greenleaf, Carling Black Label Brand Director. 

“We use their passion for the game to help recognize and reward the Champion Within themselves, and to showcase that the Carling Currie Cup is truly where Champions are Made. Like crafting the international award-winning beer, developing rugby champions requires the right ingredients, patience, and passion.”