South Africa’s most recognisable football fan is heading to the FIFA World Cup after all, and this time it will not be the government footing the bill.
Joy “Mama Joy” Chauke announced on Wednesday that she had secured her ticket to the 2026 FIFA World Cup in the United States, Mexico and Canada, after becoming an ambassador for sports, fitness and lifestyle brand abOVEnormal.
The announcement comes after a very public dispute over who should pay for her attendance. Sports, Arts and Culture Minister Gayton McKenzie had previously revealed that the department spent close to R700,000 sending Chauke to the 2023 Rugby World Cup, and subsequently refused to fund her trip to the 2026 tournament, drawing her public criticism on social media.
Chauke reacted to the news of her sponsorship with characteristic enthusiasm, saying: “I am going to the World Cup. I am excited and over the moon about this opportunity, and to me, it is further proof that you cannot keep a good person down.”
She made clear that the partnership was about more than football. abOVEnormal was founded by Masingita Masunga, who was born with cerebral palsy, with a mission centred on equality and inclusion. Chauke said she did not hesitate when the call came, adding that she hoped her involvement would help open more doors for the brand’s work in supporting others.
It is not entirely clear whether Chauke’s attendance at the World Cup depends on the success of an ongoing fundraising roadshow the partnership has launched in Limpopo.
Mama Joy has long been viewed as a symbol of national pride, a ubiquitous presence at major sporting events. She has become a more controversial figure in recent years amid debate over her funding sources and an underwhelming performance in a Bafana Bafana quiz. Nevertheless, her new sponsorship deal signals that she remains one of the most marketable superfans on the continent.
