One of South Africa’s best known funeral services companies is poised to take centre stage in the country’s gospel music industry, with Icebolethu Group expected to become the new headline sponsor of the prestigious Crown Gospel Awards.

The move signals a significant new chapter for one of South Africa’s longest running gospel music events, which is preparing to return to Durban later this year. Industry insiders say the partnership could reshape the future of the awards while providing renewed financial stability after years of change.

MDN News has learnt from sources familiar with the negotiations that Icebolethu Group, led by businesswoman Nomfundo Mcoyi, has entered into a sponsorship agreement valued at approximately R10 million over the next three years.

According to the sources, the agreement also includes a major branding change, with the awards expected to be renamed the Icebolethu Crown Gospel Awards.

The event was previously known as the SABC Crown Gospel Awards during the period when the South African Broadcasting Corporation served as the headline sponsor.

While speculation around the sponsorship continues to grow, organisers remain tight lipped.

When contacted for comment, event organiser Nonjabulo Mdluli declined to discuss the identity of sponsors, saying announcements would be made once outstanding agreements with other corporate partners and government stakeholders had been finalised.

She confirmed that the official launch of this year’s awards will take place soon, when organisers will also open the nomination and entry process.

Asked specifically about the reported Icebolethu funding and the proposed name change, Mdluli said she was unable to comment at this stage.

The Crown Gospel Awards returned to Durban last year after spending previous editions in Johannesburg, marking another important milestone in the event’s history.

This year’s ceremony, scheduled for 15 November at the Inkosi Albert Luthuli International Convention Centre (Durban ICC) in KwaZulu Natal, will carry added significance. It will be the third edition held since the death of the awards’ founder, the late Zanele LaMbokazi Nkambule, whose vision helped establish the ceremony as one of the country’s most respected platforms for recognising excellence in gospel music.

Each year, the awards celebrate outstanding achievements across the gospel industry, honouring artists, presenters, producers and other contributors who continue to shape the genre in South Africa.

Efforts to obtain comment from Icebolethu Group chief executive Nomfundo Mcoyi were unsuccessful. Calls to her mobile phone went unanswered at the time of publication.

Should the reported agreement be officially confirmed, it would mark one of the most significant sponsorship developments in the history of the Crown Gospel Awards and could usher in a new era for one of South Africa’s most celebrated music events.

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