Primo Sports, a leading sports apparel brand, their managing director Gian Chidoni, is thrilled to see its kit grace the pitch in the Carling Knockout Cup final on Saturday (18:00).

Magesi FC, sponsored by Primo Sports, has made a remarkable journey to the final against Mamelodi Sundowns that will be played at Toyota Stadium. This is their inaugural season in the top flight after they were promoted from the Motsepe Foundation Championship.

The partnership between Primo Sports and Magesi began two seasons ago in the lower division. Chidoni shared his pride in seeing the brand at the highest level of South African football:

“We are very proud,” Chidoni told Sportswire. 

“When we started this business, this brand six years ago now, the ambition was to be at the highest level to see the brand worn by the best teams, best players.  

“Now to see Primo competing in the cup final in the top flight of South African football against Mamelodi Sundowns, I’m very proud and exciting.”  

Chidoni’s experience with club ownership adds another layer to the story. He and his father previously owned Blackburn Rovers, a club they relocated to Durban as Durban FC. While they couldn’t secure promotion to the PSL, their involvement in football has provided valuable insights.

Sundowns, the dominant force in South African football, have won the Premiership title for the past seven consecutive years. This poses a significant challenge for Magesi, who must be at their best to upset the odds. Sundowns come to this game having scored 11 goals without conceding.  

However, Chidoni drew parallels between Magesi’s journey and Leicester City’s historic Premier League title win in the 2015/16 season.

“Magesi’s story is like that of Leicester City’s (who won the English Premiers title in the 2015/16 season against all odds), they can do the unthinkable and we are not going to jinx anything, the boys have done an incredible job to get here,” he said.

“We will have to wait and see what happens on Saturday, but we believe in them.”  

Magesi FC’s cinderella story to the final is a testament to their resilience and determination. They flew out of the blocks to beat Orlando Pirates in the first round, suffocating the Soweto Giants in the first half by scoring all three goals, to win 3-2. 

They then defeated TS Galaxy in the quarter final, the team that reached the final last season but lost to Stellenbosch. 

Richards Bay was the next on the menu in the semi-final, and they won that game by capitalizing on the mistake that was it and they shut the backdoor.  

Impressively, all Magesi matches have been played away on their way to the final, which shows resilience and character to reach the final 

Additionally, Primo Sports is from Durban, and Magesi’s coach is also from Durban – Clinton Larsen, who promoted the club from MFC. 

“It is all beautiful story,” said Chidoni, who will be in attendance in the final on Saturday.  

“We know Clinton and we are supporting him. The fact that is from Durban, the Durban brand, maybe it makes feel closer to home. But it’s exciting.”  

Chidoni said he hopes the relationship between the two entities can grow strength to strength as next season will be last in the contract. 

“Whether it is Magesi or any partner, our goal is to maintain that relationship,” he said. 

“Magesi is our partner and we want to continue to be their partner for as long as we can. 

“If they are happy, we are happy – the partnership must continue. Our goal is to keep our customers happy, our partners happy and I think we are doing that at the moment. We will love to see the relationship extend further and I’m confident we can do that.”  

While the Primo’s mileage has been created by Magesi reaching the final, Chidoni hopes Magesi can do an unthinkable by beating Sundowns. 

“It would be good for the club, for the brand,” he said. 

“If you are doing good things on the field; we hope that the fans can support them and want to wear the jersey, that is good for Primo and good for the club.  

“But, based on what has happened, we couldn’t be happier. I said before, to see the brand there on TV, it’s been a great run and good thing to watch, exciting football, it has all been positive.”