CBL x Sundowns — Tsa Manyora!

01 / The Concept

Champions Are Made, Not Born

Carling Black Label is partnering with Mamelodi Sundowns FC to connect with the 18-24 youth market through a cultural platform that goes beyond football. "Tsa Manyora!" is a call to the champion mindset — activating across five pillars where young South Africans already live, create, and connect.

The launch event transforms a standard partnership announcement into an immersive cultural expo — 300 guests experiencing soccer, music, fashion, gaming, and social media collide under one roof. It is newsworthy, shareable, and built for the generation that lives on their phones.

Five Pillars of Connection

Soccer

Skills challenges, 1-Pal 3v3, player interaction

Music

Focalistic, Pabi Cooper, DJ sets throughout

Fashion

Limited-edition merch drop, Kasi Flavour x Galxboy

Gaming

EA FC tournament, live e-sports showcase

Social

Influencer activation, live streaming, content creation

02 / The Campaign

Three-Phase Social Launch

The campaign builds from mystery to momentum to mass participation. Each phase is designed to earn attention, not buy it.

The Tease

A coordinated silent drop. Every panel member and both brands post the same yellow-and-black graphic brick simultaneously. No text, no explanation. The campaign signals — and everyone wants to know what's coming.

The Reveal

A sequential video chain. Five voices from each pillar — Focalistic, Teboho Mokoena, Galxboy, Dedrick West, Kasi Flavour — each drop a 7-second video and pass it to the next. The chain ends at CBL x Sundowns. The video is the entry mechanic: post a nomination video, tag your champion, win entry for two.

The Launch

CBL and Sundowns drop the definitive CTA video featuring all five pillars. The full entry mechanic is explained. The invitation to attend the Tsa Manyora! launch event goes live. Smash Sports amplifies across all platforms as official media partner (650K+ combined reach).

03 / Deliverables

What T+W Delivers

The scope below covers T+W's agency deliverables. Venue, catering, talent fees, and event infrastructure are quoted separately.

Creative Strategy

"Tsa Manyora" full concept development
5-pillar activation framework
Campaign messaging & tone
Audience research & benchmarking

Social & Digital

Social media strategy
5x 7-sec influencer/celebrity videos
1x CTA video (CBL + Sundowns)
Competition coordination

Design & Visual

Event invitation design
"Tsa Manyora" branding package
Social media key visuals
Print-ready assets

Event Production

Panel discussion scripting (MC + guests)
On-the-day event management
Executive production oversight
Logistics & coordination

Project Management

Full PM: March through mid-April
Client liaison & trafficking
Stakeholder coordination
Commercial oversight

Event Coverage

Smash Sports on-site coverage
1x 60-sec event recap video
Real-time social posting
Multi-platform distribution

04 / Cost Estimate

Investment Summary

All rates per T+W 2026 Rate Card. This covers agency scope only — talent fees, venue, catering, and event infrastructure are excluded and will be quoted separately per your selections.

R 1,075,394

Total Budget (excl. VAT)

R 1,236,703

Total Budget (incl. VAT)

Work Streams

Work Stream	Total (ZAR)
Agency Creative & Strategy
A. Creative Strategy & Concept Development	R 167,090
B. Project Management (March – mid-April)	R 209,440
Strategy & Management	R 376,530
Content Production
C. Social & Digital Campaign (video production + post)	R 401,439
D. Design & Visual Assets (branding, KVs, print)	R 111,250
Content Production	R 512,689
Event & Coverage
E. Event Production & Management	R 103,400
F. Smash Sports Event Coverage + 60-sec Recap	R 82,775
Event & Coverage	R 186,175
TOTAL (excl. VAT)	R 1,075,394

Exclusions

The following items sit outside this estimate and will be quoted separately:

Talent & Influencer Fees

All appearance fees, performance fees, and usage rights for talent and influencers (Focalistic, panel guests, content creators).

Venue & Catering

Venue hire, catering, beverages, hospitality, and all on-site food & drink provisions for the launch event.

Event Infrastructure

Staging, lighting, sound, AV equipment, branding fabrication, signage, and all physical build elements for the event space.

Partner Agency Costs

M Sports PR, Draft Line digital, and any other third-party partner agency fees or media buying costs.

Note: A detailed line-by-line budget spreadsheet accompanies this dashboard with full rate breakdowns, quantities, and markup calculations for each resource.

05 / Key Dates

Project Timeline

Four weeks from alignment to launch. Tight but achievable with committed sign-off dates.

W/C 9 Mar

Club Introduction

Meet & greet with Sundowns. Documentary scoping. Data request.

10 Mar

Client Pitch

Project Yellow collaboration session with Nonjabulo. Concept approved.

16 Mar

Internal Deck Review

Creative directors refine deck structure, pillar clarity, concept presentation.

27 Mar

Budget & Proposal Presentation

Cost estimate and proposal presented to client. Scope confirmation and sign-off requested.

W/C 31 Mar

Scope Sign-Off & Talent Lock

Client confirms scope. Panel guests and influencer commitments locked via club coordination.

W/C 7 Apr

Production Begins

Influencer video shoots, CTA video production, branding execution.

W/C 14 Apr

Social Campaign Launches

Phase 01 tease drops. Sequential video chain begins. Competition goes live.

23 Apr

Tsa Manyora! Launch Event

300-person cultural expo. Panel. Partnership announcement. Focalistic live.

6 May

Chiefs vs Sundowns Fixture

Key media moment. Event recap content amplified. Partnership visible in-stadium.