You don’t have to search far or wide to find admirers of Lucas Radebe.
Talk to South African football lovers and you are met with common questions: What is Lucas involved in now? And: Why has he not become the leader of our football, the person to fix South African football and put it back on the map.
These are the million dollar questions!
But the reason that Radebe is still a name top of mind and a fresh subject of conversation when discussing the challenges, dreams and somewhat dashed hopes of many in the local football arena, is mostly due to ‘Rhoo’s’ clean reputation, inspirational life story and exceptional playing career.
Radebe has always resonated with diverse audiences, helping him maintain enduring popularity. A legend at Leeds United, his only English Premier League club, Radebe’s highly successful testimonial season took place as far back as 2005, yet he’s continued to be a marketing icon 20 years later.
How has he managed to do this?
The majority in the know would say that Radebe’s brand appeal stems from his authentic character and lasting achievements. His journey to Premier League legend, combined with his impeccable image, has fostered genuine connections and built brand trust.
Liverpool legend John Barnes said that “He (Lucas) worked hard, he was determined and committed. You have to have all the major attributes to succeed in a league like the Premier League and Lucas had it.”
So important was Radebe to Leeds that former teammate, David O’Leary, who also became his manager after he retired, famously said: “Lucas should be set in stone and never allowed to leave! (Leeds United).”
It is this type of impact that turned Lucas Radebe into the brand that he is. He also symbolized unity in post-apartheid South Africa, projecting a positive national image. Nelson Mandela’s “my hero” endorsement solidified ‘Rhoo’s’ status as an inspiring figure of integrity.
Radebe’s latest marketing collaboration is with Lay’s, the world’s number one snack brand, a partnership which he believes “is the perfect match”.
“To partner with a brand that creates moments of joy for the fans feels like a perfect match. We’re both about making those experiences memorable, creating connections, and celebrating what unites us all,” Radebe told GQ South Africa.
Lay’s plan to feature Radebe on a pack of the Ultimate Soccer Snack and although the flavour has not yet been revealed, Radebe hopes it will find meaning with the fans.
“I’m not allowed to say as yet, but I really hope it’s a flavour that resonates with everyone – from the big fans to the little ones. It’s all about connecting with people, you know? I’ve been featured on a pack before, but this time, with all the big games, it’s got to be something truly loved by most people. Let’s see what happens,” Radebe continued to tell GQ South Africa.
The next Radebe chapter
In May 2005, when Radebe had a testimonial match at Elland Road, 38 000 fans turned out and packed the stadium (double the amount that Radebe had expected).
At that time, when asked what he wanted to do after retiring Radebe said he wanted to do community work and stay involved in the development of young players in South Africa. Asked back then if he would be interested in taking the job of president of Safa (the South African Football Association), Radebe was very positive.
“I’d love to, because I think there is a lot that can be done to improve things. We have been talking about the standard of football back home, but you know, it is not only talk, we need to get the right people in to improve things,” Radebe said in his official Benefit Magazine in 2005.
Fast forward 20 years and one can only imagine how much could have been achieved and improved in the South African football landscape had, not only The Chief been afforded the opportunity to lead his nation forward, but several icons from Radebe’s era of the 1990s, who remain the most successful group of South African footballers to date, both on and off the pitch!
Perhaps it is not too late…