Kaizer Chiefs marketing director shares how to successfully expand your brand
The MANCOSA Jacaranda FM Business Breakfast welcomes Jessica Motaung, commercial and marketing director of Kaizer Chiefs. Speaking to Breakfast with Martin Bester, Motaung shared how the club has leveraged its brand, expanding it far beyond the football field.
Jessica Motaung, the dynamic commercial and marketing director of Kaizer Chiefs, is set to captivate attendees at the upcoming MANCOSA Jacaranda FM Business Breakfast.
Delving into Kaizer Chiefs' strategic expansion and engagement plans, Motaung will share insights into how the club is positioning itself as a leading African football brand, while also advising other business owners on how they can better leverage their brands.
In her interview on Breakfast with Martin Bester, Motaung highlighted the club's commitment to extending its reach beyond the boundaries of football.
It's about more than the game. We touch all aspects of life to create a holistic brand experience.
This approach is perfectly reflected in the club’s return to CAF inter-club competitions, demonstrating its renewed continental ambitions.
Furthermore, Motaung discussed the strategic objectives behind leveraging competitions like the Toyota Cup as a gateway into African markets.
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"Our focus is on using regional partnerships and increased media visibility to strengthen our brand presence," she said, emphasising the role of strategic alliances in brand expansion.
An essential aspect of Kaizer Chiefs' marketing strategy is inclusivity, exemplified by the innovative Family Zone at FNB Stadium.
"We aim to create a safe, fun matchday environment that encourages family attendance and builds community," she noted.
This initiative supports long-term fan development by making games more accessible and engaging for all ages.
Highlighting retail ventures, Motaung explained that Kaizer Chiefs' merchandise, ranging from vintage apparel to innovative FMCG products like their new line of chips, illustrates the brand's evolution into a lifestyle icon.
Reflecting on the brand's expansion into everyday products, she added: "Our merchandise signifies the heritage and legacy of Kaizer Chiefs."
By offering products such as salt and vinegar, tomato, barbecue, and the new Flaming Hot chips, the club integrates itself into the daily lives of fans, strengthening its brand identity and presence.
"Snacking is a big part of what people do when they watch the game," she emphasised, highlighting the clever alignment of products with the fan experience.
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The apparel line, particularly the old-school jerseys, resonates with fans, evoking nostalgia while celebrating the club's rich history.
Motaung explained how the club's legacy is interwoven with its brand diversification.
Leveraging our past is key to our strategy.
Reflecting on their on-field achievements, she expressed: "Our recent Nedbank Cup victory goes beyond just being a trophy."
Motaung highlighted its significant emotional connection with fans, showing how on-field success bolsters off-field commercial initiatives. These achievements amplify the club's brand and reinforce the dedication behind the scenes.
As the current football season begins strongly, she noted: "Our success is a reflection of our broader strategy aligned with brand and fan expectations."
The emphasis on customised campaigns across demographics showcases Kaizer Chiefs' commitment to reaching diverse audiences, further solidifying the brand's prominence.
Motaung's participation at the business breakfast offers an opportunity to gain valuable insights from someone who has successfully positioned Kaizer Chiefs as a brand that resonates with fans across Africa.
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Attendees can look forward to learning how the club leverages its robust legacy to create new opportunities in business and sport.
As she concluded: "You can interact with us in various spaces," hinting at Kaizer Chiefs' diverse initiatives, from their flourishing merchandising division to innovative FMCG products.
For anyone eager to understand the intricacies of building and maintaining a successful brand, Motaung’s presentation at the business breakfast is not to be missed.
To join this insightful event, make sure to book your tickets on the Jacaranda FM website, and don't miss the chance to learn from a leader driving one of Africa's most admired football brands.
MANCOSA Jacaranda FM Business Breakfast
'Own Your Legacy' is the theme for the MANCOSA Jacaranda FM Business Breakfast 2025.
A breakfast event where influential leaders share their personal journeys of building impact that lasts. Four dynamic speakers will reflect on the theme of legacy — exploring how success, leadership, and purpose can shape the future beyond the present moment.
Speakers:
Grace Harding - Ocean Basket CEO
Focus: Leadership skills and the art of building a global brand
Graeme Codrington - Futurist
Focus: Current and future business trends, and will how AI can become your intelligent assistant.
Professor Mamokgethi Phakeng - Businesswoman and former Vice-Chancellor of UCT
Focus: The importance of education in preparation for the working environment.
Patrick Lambie - Former Springbok and property developer
Focus: Rugby career and the importance of flexibility in his transition into the corporate space.
Jessica Motaung - Marketing and Commercial Director of Kaizer Chiefs
Focus: How to build a resilient brand, navigate change, and lead in spaces where tradition and innovation constantly intersect.
The Event Details:
Event Date: 1st October 2025
Time: Registration starts at 07:30, event starts at 08:00 and ends at 11:30
Venue: Vodacom Dome, Vodacom Midrand
Ticket Costs: R600 for a Seat | R5,500 for a Table of 10
Theme: MANCOSA Jacaranda FM Business Breakfast | Own Your Legacy
Tune in to the 'Breakfast with Martin Bester', weekdays from 06:00 - 09:00. Stream the show live here or download our mobile app here.
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