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Why Chiefs Brand Is Bigger Than Other Teams – Itu

Retired shot-stopper Itumeleng Khune has made a bold claim that Kaizer Chiefs is the biggest football institution in South Africa as well as on the continent.

Khune knows all too well about donning the famous black and gold colours of the Soweto giants having come through from development in 1999 before his breakthrough in 2004.

He dedicated 25 years of his career to Amakhosi having featured over 350 times and winning every trophy on offer.

In his candid chat with eNCA’s Thabiso Sithole on Beyond Game Day, Khune outlined what stands out about his boyhood club compared to other teams.

“When Chiefs is not doing well in the PSL, even the economy goes down,” he said.

“Kaizer Chiefs is one of the teams that gets booked to go use stadiums whereas other teams they go hire or rent the stadiums they play at.

“So, it goes to show you that Kaizer Chiefs is the biggest football institution in the country.

“Actually, in the continent because they’re doing business completely different to other teams.

“So, players need to realise that where am I, where am I coming from and where am I headed to.”

Results on the field of play have however for a decade not translated into what humungous brand Chiefs is after winning just one trophy during this time period.

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