CARLING BLACK LABEL AND SABC SPORT UNITE FOR INJURY TIME ACTIVATION TO DRIVE POSITIVE CHANGE IN FOOTBALL
Diana Kinyanjui 
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Sport and the Premier Soccer League (PSL) to launch the Injury Time Activation, an initiative designed to challenge outdated perceptions of masculinity, promote responsible behavior, and drive action against gender-based violence (GBV).
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’s ongoing #NoExcuse movement, which has been at the forefront of efforts to combat gender-based violence in South Africa. The Injury Time Activation is 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—both on and off the pitch.
The official launch event, held at SABC’s 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.
As South Africa’s largest sports broadcaster, SABC Sport plays a vital role in shaping societal narratives and reaching millions of viewers across the country.
Keletso Totlhanyo, Head of SABC Sport, emphasized the broadcaster’s responsibility in ensuring football is used as a tool for education, leadership, and advocacy.
She stated,
“At SABC Sport, we recognize that football is more than just entertainment—it is an integral part of South African culture, with the power to instill values, shift behaviors, and inspire change. The Injury Time Activation 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.”
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.
Mato Madlala, Acting CEO of the PSL, stressed the importance of instilling values that transcend football.
“Football is not just about scoring goals—it 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—whether in a match or in life—can never be left too late,”
said Madlala.
The campaign has also received strong backing from some of South Africa’s most celebrated football figures, who recognize the responsibility they have in shaping the next generation of men.
Benni McCarthy, legendary Bafana Bafana striker and current coach, highlighted how football can instill discipline, accountability, and respect.
“Football teaches us discipline, teamwork, and how to handle pressure—but those lessons shouldn’t 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’t 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’s issue—it’s a men’s issue too. It’s time we step up and take responsibility,”
said McCarthy.
Football sensation, Tshegofatso Mabasa echoed McCarthy’s words, recognizing that football players must also take ownership of their influence.
“As 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—not 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,”
said Mabasa.
Carling Black Label’s 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.
Kerryn Greenleaf, Carling Black Label Brand Manager, emphasized that this campaign is not just about awareness – it’s about sustained action.
“We cannot afford to address gender-based violence only in isolated moments—it 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,”
said Greenleaf.
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—it 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—action must be taken now.
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.
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.
For more information on the campaign and how to get involved, visit NoExcuseSA.com and follow the conversation online using #NoExcuse and #InjuryTimeActivation
SALM TEAM 
Dj Chilu 
