Carling Black Label’s #NoExcuse campaign is leveraging the power of football to drive real change in the fight against gender-based violence (GBV). Through the Champions for Change initiative, the campaign is working closely with some of the sport’s most respected figures, ensuring that mentorship, education, and positive masculinity become part of football’s DNA.
The Gauteng Media Pop-Up event, held at the Four Seasons Hotel, The Westcliff in Johannesburg, gathered some of the most influential names in football and social advocacy. The event focused on one key message—men must take responsibility for ending gender-based violence. Conversations centered around how football, as a powerful unifier, can be used to challenge outdated perceptions of masculinity and redefine strength as accountability, integrity, and respect.
Carling Black Label Brand Manager Nonjabulo Ndwandwe reinforced the significance of this partnership, explaining that the campaign is not just about creating awareness but about equipping men with practical tools to change behaviours and take action.
“For far too long, the issue of gender-based violence has been treated as a women’s issue when, in reality, it is a men’s issue too. Football has a captive audience of men—fans, players, and young boys looking for role models. That is why we are using this platform to reach them where they are. It is not just about what happens in the stadiums. It is about what happens in homes, in relationships, and in everyday interactions. Through the Champions for Change Course, we are ensuring that masculinity is redefined in a way that is healthy, respectful, and non-violent,” said Ndwandwe.
At the heart of the campaign is the Champions for Change Course, an educational program designed to challenge harmful social norms and provide men with the knowledge and skills to prevent gender-based violence. The course, which can be accessed at NoExcuseSA.com, is available in multiple South African languages through Father A Nation Academy and provides both online and in-person mentorship sessions facilitated by seasoned experts in behavioral change and leadership development.
The course breaks down the root causes of gender-based violence, explores the impact of societal conditioning on men, and offers strategies for fostering healthier relationships. It also provides men with a space to self-reflect, discuss challenges they face, and gain the emotional intelligence needed to handle conflict in constructive ways.
Mamelodi Sundowns senior coach Steve Komphelaspoke about the importance of mentorship and personal accountability in shaping young men’s perceptions of masculinity. He emphasized that football is not separate from society—it is a direct reflection of it.
“There is a misconception that strength is about dominance, control, and never showing weakness. But in reality, strength is about discipline, responsibility, and knowing how to manage emotions in a way that does not harm others. Footballers are not just athletes; they are men who come from the same communities that are dealing with gender-based violence. If a player comes from an environment where violence is normalized, that behavior carries over into his relationships and everyday life. But mentorship and proper guidance can break that cycle,” said Komphela.
Bongi Sikelo 