Currie Cup ‘Reaches For Gold’ With Carling Black Label Partnership

Africa’s most awarded beer, Carling Black Label has joined forces with the world’s oldest rugby tournament, the Currie Cup, in what promises to be the strongest version of the tournament in years.  The Champion Beer will continue the decades’ long association between ABInBev and SA Rugby after the official announcement that Carling Black Label is the official title sponsor of the 2020/2021 Currie Cup tournament – the “Carling Currie Cup, following the COVID-19 enforced break in rugby.

The seven-team tournament will be a double-round tournament featuring the defending champions (Toyota) Free State Cheetahs, (DHL) Western Province, the (Vodacom) Blue Bulls, the (Cell-C) KwaZulu-Natal Sharks, the (Emirates) Lions, the (Phakisa) Mpumalanga Pumas and the (Tafel Lager) Griquas. The brand’s message for this campaign encourages both consumers and players to Reach for Gold.

With COVID-19 having cut short the rugby season by six months, which resulted in the Springboks being withdrawn from defending their Rugby Championship title, this year’s Currie Cup is set to be the most fiercely contested due to the inclusion of the World Cup-winning Boks that will be on show.

Furthermore, this year’s Carling Currie Cup will be unique to South African fans, not only for the fact that it will be played in front of empty stands, as the COVID-19 ban is against large gatherings, but because it will also be played through the summer, with games on such unusual days as Boxing Day.

Catch all the action from this year’s Carling Currie Cup to see which team will Reach for Gold and become the Champions of the 2020/21 tournament.