Chappies has teamed up with Mamelodi Sundowns and Bafana Bafana defender Khuliso Mudau, naming the football star as its latest brand ambassador.
The partnership brings together two familiar South African favourites as Chappies expands into football with its new “Chappies for Champs” campaign, which celebrates people who bring the “Yho!” factor to everyday moments.
From the tuckshop to the football pitch
For generations, Chappies has been part of South African childhood and popular culture, recognised by its distinctive yellow wrapper and Chappie Chipmunk character.
The brand is now taking that sense of fun and discovery into football – from school fields and local pitches to stadiums and living rooms where supporters follow their favourite teams.
The campaign aims to celebrate the moments that make football exciting, whether it is a spectacular goal, a brilliant piece of skill or even discovering one of Chappies’ famous “Did You Know?” facts.
Mudau is considered a natural fit for the campaign, having established himself as one of the country’s leading football defenders through his performances for Mamelodi Sundowns and Bafana Bafana.
His relationship with chewing gum also adds an authentic element to the partnership, with the footballer known for his habit of chewing gum throughout his career.
“Chappies is one of those brands that has always been part of my everyday life. I grew up seeing it in my local tuckshop; I remember buying it and sharing it with my friends. Even as I got older and football became a big part of my life, Chappies was still there,” says Mudau.
“To now be part of this iconic brand that has been around for so many years is really special. Football is about bringing people together, and I’m excited to bring that energy into the Chappies for Champs campaign and share some of the best moments with the fans.”
‘Everyone has a champ in them’
According to Chappies, the new campaign is not only about professional footballers or sporting achievements.
The idea is that anyone can be a champ – whether they are pursuing a personal ambition, supporting a friend, showing up for themselves or celebrating a small victory.
Ayesha Hassim, Senior Brand Manager for Chappies South Africa, said Mudau reflects the qualities the brand wants to associate with the campaign.
“Chappies has always been about those small moments that bring a smile, spark a reaction and bring people together. Football gives us an exciting opportunity to take that spirit into a space that is deeply loved by South Africans,” says Hassim.
“Khuliso is the right partner for Chappies because he embodies the ambition, determination and energy of a new generation, while his genuine love for chewing gum makes the partnership feel authentic.”
Hassim added that the campaign would celebrate both sporting heroes and ordinary South Africans.
“Through Chappies for Champs, we want to celebrate the champions we see on the pitch, as well as the everyday champions who are chasing their own goals, celebrating their wins and creating moments they can be proud of.”
Fans could win their team’s jersey
As part of the campaign, Chappies will launch a competition giving South Africans an opportunity to become “champs” themselves.
Among the prizes on offer will be the chance to win their team’s jersey, with the competition open to anyone wanting to participate.
The initiative is designed to take the campaign beyond professional football and create opportunities for ordinary fans to become part of the Chappies experience.
Mudau recovering after surgery
The partnership comes shortly after Mudau underwent surgery following an incident last week.
Chappies has wished the defender a speedy and full recovery and said it looks forward to seeing him back on the pitch.
The brand has also hinted at another development, saying it is preparing to introduce something new for Chappies fans.
Details of the upcoming product or initiative remain under wraps, but the company says South Africans can expect more “curiosity, excitement and fun” from the brand.
