The partnership marks an exciting new chapter for Chappies as the brand enters the world of football through Chappies for Champs, a campaign celebrating South Africans who bring the ‘Yho!’ factor to everyday moments, proving that anyone can be a champions in their own way.
From its unmistakable yellow wrapper to its iconic Chappie Chipmunk, Chappies has been part of South African culture and everyday life for generations. Now, the brand is bringing that same spirit of joy, discovery and connection to a space where millions of South Africans come together: football. From school grounds and local pitches to packed stadiums and match-day living rooms, the game is filled with “Yoh” moments, whether it’s an unbelievable goal, a brilliant move or discovering the latest Did You Know? fact. Through Chappies for Champs, the brand celebrates these moments and the everyday champions who make them special.
Chappies said Mudau is a natural fit for the brand. The Mamelodi Sundowns and Bafana Bafana defender has established himself as one of South Africa’s leading football talents, earning recognition on both the domestic and international stage.
His connection to Chappies goes beyond the pitch. Mudau is known for his signature habit of chewing gum throughout his football career, making this partnership with Chappies an authentic meeting of two South African favourites.
“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.”
For Chappies, Mudau represents the ambition, determination and personality at the heart of the new platform.
“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 Ayesha Hassim, senior brand manager, Chappies South Africa. “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. 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.”
At its heart, the Chappies for Champs campaign is about making the idea of being a champ accessible to everyone. You don’t need to play in a stadium or lift a trophy to earn the title. Whether it’s chasing an ambition, showing up for yourself, supporting your friends or simply finding a reason to celebrate, Chappies believes there is a champ in everyone.
