Johannesburg – Thursday, 27 February 2025<\/b>\u00a0– Football in South Africa is more than just a game – it is a cultural force that unites communities, fosters national pride, and influences generations. Recognizing this immense impact, Carling Black Label has joined forces with SABC Sport and the Premier Soccer League (PSL) to launch the Injury Time Activation<\/i><\/b>, an initiative designed to challenge outdated perceptions of masculinity, promote responsible behavior, and drive action against gender-based violence (GBV).<\/p>\n
Through this initiative, Carling Black Label and SABC Sport are ensuring that the impact of soccer extends beyond the field, influencing conversations and actions in homes, communities, and relationships. The campaign forms part of Carling Black Label\u2019s ongoing #NoExcuse movement, which has been at the forefront of efforts to combat gender-based violence in South Africa. The Injury Time\u00a0Activation<\/i><\/b>\u00a0is specifically designed to harness the high-stakes, emotionally charged moments of injury time in football matches to reinforce the importance of taking action in critical moments\u2014both on and off the pitch.<\/p>\n
The official launch event, held at SABC\u2019s Auckland Park studios in Johannesburg yesterday, brought together some of the most influential figures in football, media, and social advocacy. With a live television audience, the platform ensured that the message resonated beyond the room and into the homes of millions of South Africans.<\/p>\n
As South Africa\u2019s largest sports broadcaster, SABC Sport plays a vital role in shaping societal narratives and reaching millions of viewers across the country.<\/p>\n
Keletso Totlhanyo, Head of SABC Sport, emphasized the broadcaster\u2019s responsibility in ensuring football is used as a tool for education, leadership, and advocacy.<\/p>\n
She stated, \u201cAt SABC Sport, we recognize that football is more than just entertainment\u2014it is an integral part of South African culture, with the power to instill values, shift behaviors, and inspire change. The Injury Time<\/i>\u00a0Activation is an innovative way to use high-stakes moments in football to drive home a message that extends far beyond the pitch. When the final minutes of a match demand full focus and determination, we remind men that the same level of urgency must be applied in life when taking action against gender-based violence. Through this partnership with Carling Black Label and the PSL, we are fostering an ongoing dialogue that calls for accountability, respect, and responsible conduct.”<\/p>\n
The Premier Soccer League (PSL) has long been committed to ensuring that football is a force for positive change, extending its influence beyond the field. The PSL Player Programme, launched as part of the Champions for Change initiative, equips footballers with leadership skills and a deep understanding of their role as public figures.<\/p>\n
Mato Madlala, Acting CEO of the PSL, stressed the importance of instilling values that transcend football.<\/p>\n
\u201cFootball is not just about scoring goals\u2014it is about shaping individuals who inspire and lead. Players are more than athletes; they are mentors, brothers, and fathers in their communities. Through the PSL Player Programme, we are ensuring that every footballer understands the weight of their influence and uses it to challenge harmful norms, support victims of abuse, and redefine what it means to be a real champion. With the Injury Time Activation, we are reinforcing that taking action\u2014whether in a match or in life\u2014can never be left too late,\u201d said Madlala.<\/p>\n
The campaign has also received strong backing from some of South Africa\u2019s most celebrated football figures, who recognize the responsibility they have in shaping the next generation of men.<\/p>\n
Benni McCarthy, legendary Bafana Bafana striker and current coach, highlighted how football can instill discipline, accountability, and respect.<\/p>\n
\u201cFootball teaches us discipline, teamwork, and how to handle pressure\u2014but those lessons shouldn\u2019t stop when we step off the pitch. Injury Time is one of the most intense moments in any game, but what matters is what you do with it. In life, just like in football, you can\u2019t afford to wait until the last minute to take action. This campaign is about making sure men understand that gender-based violence is not just a women\u2019s issue\u2014it\u2019s a men\u2019s issue too. It\u2019s time we step up and take responsibility,\u201d said McCarthy.<\/p>\n
Football sensation, Tshegofatso Mabasa echoed McCarthy\u2019s words, recognizing that football players must also take ownership of their influence.<\/p>\n
\u201cAs young footballers, we look up to legends like Benni McCarthy, but we also have a duty to be role models ourselves. We are the future of South African football, and we must set the right example. This campaign challenges us to be better men\u2014not just on the field, but in our homes, our relationships, and in the way we treat people. Injury Time teaches us that every second matters, and in the fight against gender-based violence, there is no excuse for waiting to act,\u201d said Mabasa.<\/p>\n
Carling Black Label\u2019s dedication to this cause extends far beyond Injury Time Activation. The brand has been a vocal advocate for responsible masculinity through its #NoExcuse campaign, which challenges men to step up, take accountability, and actively work to eliminate gender-based violence.<\/p>\n
Kerryn Greenleaf, Carling Black Label Brand Manager, emphasized that this campaign is not just about awareness – it\u2019s about sustained action.<\/p>\n
\u201cWe cannot afford to address gender-based violence only in isolated moments\u2014it has to be a 365-day commitment. Football provides a unique opportunity to reach men where they are most engaged, and the Injury Time Activation is a powerful way to reinforce this message when focus is at its peak. Every second counts, both in a match and in life, and there is no excuse for silence or inaction. We want men to understand that just like in football, real champions are those who step up when it matters most,\u201d said Greenleaf.<\/p>\n
Through Injury Time Activation, every PSL match becomes an opportunity to remind fans and players that gender-based violence prevention is not an occasional conversation\u2014it is a year-round commitment. With every injury time moment, Carling Black Label, SABC Sport, and the PSL are sending a clear message: there is no extra time in this fight\u2014action must be taken now.<\/p>\n
With continued engagement, education, and mentorship, the #NoExcuse campaign is ensuring that football is used as a force for lasting change. Through partnerships with Father A Nation, Lifeline South Africa, and Cloud Therapist, men are being provided with resources, counseling, and mentorship to break harmful cycles and redefine what it means to be a responsible man.<\/p>\n
As the PSL season progresses, the campaign will continue amplifying its message, ensuring that every match played contributes to a future where respect, responsibility, and accountability become the standard.<\/p>\n
For more information on the campaign and how to get involved, visit NoExcuseSA.com<\/a><\/span>\u00a0and follow the conversation online using #NoExcuse<\/b>\u00a0and #InjuryTimeActivation<\/b><\/p>\n For media enquiries, please contact Bingi Mavi bingi@msportsmarketing.co.za<\/a><\/span>\u00a0or +27 73 667 7350<\/a> and Mmoni Ngubane (SABC Head of Communications) NgubaneMV@sabc.co.za<\/a><\/u> <\/span>T. 011 714 3057| C. 073 688 1590.<\/p>\n About SABC Sport<\/b><\/p>\n SABC Sport is South Africa\u2019s largest sports broadcaster, reaching millions nationwide. It provides extensive coverage of local and international sports, with a strong focus on football, rugby, and cricket. Beyond entertainment, SABC Sport leverages its platform to drive social change, addressing issues like gender-based violence through campaigns such as the Carling Black Label Injury Time Activation. Committed to promoting positive change, SABC Sport uses sport\u2019s unifying power to educate and engage communities, fostering a culture of responsibility and social impact across South Africa.<\/p>\n About Carling Black Label Carling\u00a0<\/b><\/span><\/p>\n Black Label is a distinguished beer brand celebrated for its superior quality and rich heritage. Brewed with precision and passion, it has earned numerous accolades, solidifying its status as a world-class beer. Carling Black Label embodies the spirit of champions, representing excellence and resilience. As a brand deeply rooted in South African culture, Carling Black Label resonates with consumers by embodying positive masculinity and fostering a sense of pride, resilience, and responsibility that defines true champions.\u00a0<\/span><\/p>\n \u00a0<\/span><\/p>\n About the Champions for Change Course\u00a0<\/b><\/span><\/p>\n The Champions for Change course, accessible at NoExcuseSA.com and in multiple local languages at <\/span>https:\/\/academy.fatheranation.co.z<\/a><\/b><\/span>a, is a pivotal component of the #NoExcuse campaign, supported by a national footprint of mentors who facilitate workshops and events in communities in partnership with Father A Nation. The free program unpacks common misconceptions around abuse, educating men on its various forms and providing actionable steps they can take to make a difference in their communities.<\/span><\/p>\n \u00a0<\/span><\/p>\n About Father\u00a0A\u00a0Nation\u00a0<\/b><\/span><\/p>\n Father\u00a0A\u00a0Nation (FAN) is a non-profit organization in South Africa dedicated to restoring and empowering fathers, families, and communities. Their mission is to address social issues stemming from fatherlessness, such as poverty, crime, and gender-based violence. FAN promotes positive masculinity, fatherhood, and community engagement through workshops and training programs. By restoring fathers, FAN seeks to rebuild families and communities, creating a brighter future for South Africa. FAN’s initiatives focus on emotional healing, economic empowerment, and social transformation. <\/span>https:\/\/fatheranation.co.za<\/a><\/b><\/span><\/p>\n","protected":false},"excerpt":{"rendered":" Johannesburg – Thursday, 27 February 2025\u00a0– Football in South Africa is more than just a game – it is a cultural force that unites communities, fosters national pride, and influences generations. Recognizing this immense impact, Carling Black Label has joined forces with SABC Sport and the Premier Soccer League (PSL) to launch the Injury Time […]<\/p>\n","protected":false},"author":21,"featured_media":8918,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cybocfi_hide_featured_image":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[56],"tags":[],"_links":{"self":[{"href":"https:\/\/www.sabc.co.za\/sabc\/wp-json\/wp\/v2\/posts\/17750"}],"collection":[{"href":"https:\/\/www.sabc.co.za\/sabc\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sabc.co.za\/sabc\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sabc.co.za\/sabc\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sabc.co.za\/sabc\/wp-json\/wp\/v2\/comments?post=17750"}],"version-history":[{"count":1,"href":"https:\/\/www.sabc.co.za\/sabc\/wp-json\/wp\/v2\/posts\/17750\/revisions"}],"predecessor-version":[{"id":17751,"href":"https:\/\/www.sabc.co.za\/sabc\/wp-json\/wp\/v2\/posts\/17750\/revisions\/17751"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sabc.co.za\/sabc\/wp-json\/wp\/v2\/media\/8918"}],"wp:attachment":[{"href":"https:\/\/www.sabc.co.za\/sabc\/wp-json\/wp\/v2\/media?parent=17750"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sabc.co.za\/sabc\/wp-json\/wp\/v2\/categories?post=17750"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sabc.co.za\/sabc\/wp-json\/wp\/v2\/tags?post=17750"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}