Kaizer Chiefs’ 2-1 Confederations Cup defeat to Egypt’s Al Masry over
the weekend was also a lesson in navigating the stringent advertising
regulations of the Confederation of African Football (CAF).
The Soweto giants, competing in the group stages of the competition for the
first time, faced stricter advertising rules than in the preliminary rounds.
While clubs are generally permitted sponsor logos in early stages, CAF
enforces a tight policy from the group stage onward.
The Rule Change
According to CAF regulations: “Unless [with] exceptional authorization from
the interclub committee, starting from the group matches, the teams involved
shall not be authorized to wear publicity on jerseys.” This meant Chiefs had
to modify their usual kit, which prominently features a Vodacom logo on the
front and a Toyota logo on the sleeve.
Chiefs’ Creative Compliance
In their match against Al Masry, Chiefs appeared to have adapted by:
- Retaining only their main sponsor, Vodacom, in the center of their
shirts. - Removing the Toyota logo from the sleeve.
- Adding the word “Toyota” in bold text at the bottom of the players’
jerseys—a subtle move that likely pushed the boundaries of the
regulations without explicitly violating the ban on additional logo
advertisements.
A Familiar Challenge
This is not a new challenge for South African clubs. Both Kaizer Chiefs and
Orlando Pirates have previously been unable to wear their Vodacom-branded
kits in continental matches due to a conflict with CAF’s former main
sponsor, Orange.
The situation highlights the complex balance clubs must strike between
fulfilling sponsorship obligations and adhering to the precise commercial
rules of continental football’s governing body.
