Changing the game: how football is uniting men to end gender-based violence

In a formidable effort to combat gender-based violence (GBV) in South Africa, Carling Black Label’s #NoExcuse campaign is leveraging the transformative power of football to inspire real change.

The heart of this movement is the Champions for Change initiative, which collaborates with revered figures in the sport to embed mentorship, education, and principles of positive masculinity within football's framework.

Prominent among these advocates is Steve Komphela, senior coach of Mamelodi Sundowns. With a passion for both the sport and social responsibility, Komphela has expressed the profound impact mentorship can have on reshaping young men's attitudes towards masculinity.

“This campaign means a lot to me in the sense that as a person involved in sports, there are a lot of people who actually look at what we do; they scrutinise what we do, and they are very critical of what we do. And when you are under scrutiny, it helps shape our posture, and it is the same as getting involved in campaigns of this nature. It is quite special in my opinion. It does not only give me the opportunity to influence others to improve, to impact others. And it also impacts me; it gives great pleasure and passion,” he told Saturday Star.

Komphela continued to unpack the themes central to the campaign. He pointed out, “It is not only about creating a bond among brothers or telling them they are not alone; it’s about recognising that each individual can shape the future and become the change they wish to see.’’

He further delved into a common misconception about strength, asserting that true strength lies in discipline and accountability, not dominance or control.

As role models, footballers share a unique responsibility to guide young boys who look up to them.

Komphela argues that many players hail from communities where violence is ingrained, and their influence can either perpetuate or eradicate these harmful norms. “Mentorship and proper guidance can break that cycle,” he remarked.

Carling Black Label Brand Manager Nonjabulo Ndwandwe reinforced this vision by highlighting that the #NoExcuse campaign aims not merely to create awareness but to provide men with actionable tools to instigate behavioural change.

“For far too long, gender-based violence has been framed as a women's issue when it is equally a men’s issue. Football holds a unique position with an audience of men—fans, players, and young boys seeking role models,” she explained.

It is explained that the campaign extends beyond the stadium, reaching into homes and everyday interactions to redefine masculinity in healthy and respectful ways.

Central to this mission is the Champions for Change Course, an educational program designed to challenge harmful social norms and equip men with the knowledge and skills to prevent GBV.

Saturday Star

anita.nkonki@inl.co.za