Kaizer Chiefs goalkeeper Itumeleng Khune goes after fellow veteran Doctor Khumalo

Kaizer Chiefs goalkeeper Itumeleng Khune is well on track to emulate the likes of Doctor Khumalo and Lucas Radebe who have enjoyed staying power in the game well beyond their playing days.

This is the view of Brand Arc Sports & Entertainment, the agency that looks after the business interest of Khune.

The 35-year-old recently returned to action after being out of reckoning last season, but his appeal to the masses has certainly not died down as proven by the 33,090 votes Khune amassed for the upcoming Carling Black Label Cup.

The participating teams – Chiefs, Orlando Pirates, Mamelodi Sundowns and AmaZulu – were determined by a fan vote ahead of the once-off tournament set for November 12 at FNB Stadium.

“The Itu Khune brand has evolved over time. It spilled over to a lifestyle brand because of what consumers/fans got out of it,” said Thato Matuka, founder of Brand Arc, whose clients include local filmmaker Connie Ferguson and TV anchor Leanne Manas.

“Remember, consumers are loyal to brands that change their lives positively. Itu is a very talented football player and he has put smiles on many South Africans.

“He is also associated with the big football brand in Africa – Kaizer Chiefs. He won many trophies with the club and also individual awards. Let’s not forget Bafana Bafana. He did extremely well for the national team with 91 caps. With that, you become a national hero.”

Character and attitude also count, noted Matuka.

“Itu as a person is a very nice and humble chap who always makes time for fans. There is a strong support structure backing the brand from a PR, commercial and family perspective. People gravitate towards a humble brand, it instils quality.

“We also need to thank the chairman [Chiefs founder] Kaizer Motaung for giving Itu a platform and opportunity to showcase his talent and introduce him to the world.”

The player from Tshing township in Venetersdorp, North West commands a strong following across social media platforms – he boasts 1.4 million followers on Twitter and a further million on Instagram.

Matuka said the 33,000-plus votes that Khune hogged in the Carling Cup showed how much his client was appreciated.

After just a single appearance in competitive matches last season, Itumeleng Khune was almost consigned to the football scrap heap, but a special training programme – which included a personal trainer – saw him shed over 10kg and reclaim the number one spot at Chiefs.

He had started seven matches in all competitions before an injury interrupted his run last week.