In South Africa, over 8.5M children are raised by single mothers - women who play the positions of provider, protector, motivator, and mentor. These everyday champions are the ones who shape and mold our society.

On 10 May 2025, the rivals squared off in a Cup Final for the first time in over a decade - the day before Mother’s Day. As the brand committed to ‘rewarding and recognising Champion Men’, Carling Black Label saw more than just a match. We were presented with an opportunity to reward the women who shape these star players; the champions behind the champions.

We created a branded content piece, starring the mothers of a Chiefs and Pirates’ player, who stole a moment with their sons before the biggest game of the season. #ChampionMom reminded her sons that win or lose, she’s already proud of the Champion men they’ve become.