WATCH: From football to beauty – Kaizer Chiefs launch skincare brand
Kaizer Chiefs, the most supported club in South Africa, have entered the personal-care market with the launch of a new skincare product range.
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Soweto giants Kaizer Chiefs have once again shown they are more than just a football club through their latest lifestyle-focused collaborations.
Over two years after launching a club-branded range of chips, and months after their travel bag capsule partnership with adventure brand Sealand, Amakhosi – the biggest football club in South Africa – have now entered the personal-care market with the launch of a new skincare product range.
According to Cash N Sport, the products are already available at selected Shoprite and Checkers stores, as well as online. The initial range consists of three men’s grooming items: an aftershave balm, a face wash and a moisturiser. Chiefs midfielder George Matlou features prominently in the advertising campaign promoting the new products, linking the club’s on-field identity with its growing lifestyle presence.
The move is the latest example of Chiefs extending their brand beyond football merchandise and into everyday consumer products, tapping into their massive supporter base and national reach.
Chiefs have one of the largest sponsorship portfolios in South African football, including long-term deals with major brands such as Vodacom and Toyota. These partnerships contribute significantly to the club’s commercial revenue and reinforce its position as one of the most marketable sporting institutions in the country.
In addition to Vodacom and Toyota, the club has also secured commercial relationships with Kaelo, Kappa, SuperSport and SuperSportBet, further underlining its appeal to blue-chip sponsors across multiple industries. Chiefs’ kit partnership with Italian sportswear brand Kappa marked a major commercial shift in recent seasons, while broadcast and betting partnerships have strengthened their footprint in the sports entertainment space.
While on-field success remains the ultimate measure for supporters, Chiefs’ expanding lifestyle and commercial ventures highlight a broader strategy to position the club as a cultural brand that extends well beyond matchdays.
Through collaborations in food, travel, apparel and now personal care, Amakhosi continue to leverage their identity and popularity to remain a dominant force both on and off the pitch.
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IOL Sport