Kaizer Chiefs announced today, that together with Sony Music as its entertainment partner they would promote the pre-sale of tickets and punctuality by providing added value in the form of entertainment and music give-away at each Kaizer Chiefs home game.

Sony will also incentivise Chiefs supporters by offering discounts on selected Sony CDs and cassettes.

Chiefs embarked on this initiative as a means to endorse the learning’s from the Ellis Park commission of enquiry.

"We have a responsibility to educate our people and through this campaign the key message will be 'Get to the stadium early'. It is also important for us to start implementing some of the lessons learnt on April 11th this year," said the Chiefs MD and chairman, Kaizer Motaung.

"Chiefs have always been in the forefront of SA soccer and we have decided to start the ball rolling.

"We are delighted to be associated with one of the biggest sporting brands in South Africa and to be able to help increase the safety of the South Africa soccer loving population through this educational campaign," said Lindelani Mkhize, MD of Sony Music South Africa.

"I believe that music and soccer have many synergies, which we, together with Chiefs plan to exploit. The partnership is also an ideal opportunity to showcase our artists on a soccer stage and to promote sales," he said.

The education promotion will take the form of match-day tickets being used as discount vouchers, redeemable after each match at Reliable Music centres nationwide.

Supporters are urged not to throw their tickets away as these will not only give them an added value in the form of R 10 discount on CDs and R5 on cassettes, but will also make them eligible for lucky draws on match days.

The lucky draws will culminate in a Christmas hamper from Sony to the value of R 10 000, which will include a state of the art Sony sound system.

"We are thrilled with this strategic partnership with a company as professional and credible as Sony. Our relationship has taken a multi-faceted approach with the supply of music not only for Kaizer Chiefs events but also for the production of our videos, the latest being our Speed-Training video," said Putco Mafani, club PRO.

The Kaizer Chiefs training video will be released onto the market this week and will be marketed and distributed by Sony and available at Music retail outlets Nationwide.

It involves Muhsin Ertugral’s speed training tactics including the whole first team squad and technical staff. If Chiefs success is anything to go by, the video should prove to be an instant hit on the shelves.

Backed by music from Sony artists and with highly professional video footage produced by WB Productions and Skotaville Holdings, everyone involved in this project, from players to management, is extremely excited to be included in yet again another first in South African soccer.