Toyota South Africa Motors (TSAM) is pleased to announce the renewal of the Toyota Free State Cheetahs’ sponsorship for another three years spanning into 2025. This will stretch Toyota’s involvement with the Toyota Cheetahs to 15 years.
This contract will still include the title sponsorship for the Toyota Cheetahs’ International competitions, Currie Cup and other local competitions as well as junior teams. The sponsorship will again include the Toyota Stadium naming rights – a Free State landmark that’s an icon in South African rugby – as well as the naming rights of the Toyota Cheetah Academy, a fertile breeding ground for the next-generation Toyota Cheetahs’ players.
“Toyota is displaying unrivalled commitment to the Toyota Cheetahs with this extension of the sponsorship for another three years. The world has changed immensely over the last two years and the Toyota Cheetahs faced the most difficult period in their 126-year existence, but the team are known for being innovative, resilient and most of all tenacious …. their fighting spirit is revered,” says Ross van Reenen, Chief Executive Officer of the Toyota Cheetahs.
TSAM has, over the past 12 years, cemented its legendary support and commitment to both the Cheetahs and the Free State. The sponsorship has created incredible opportunities for Toyota to interact, not only Cheetahs’ fans, but rugby supporters across the length and breadth of this land.
Over the past three years of the sponsorship, the Toyota Cheetahs also performed admirably by winning the Currie Cup in 2019 and blazing a trail as rugby pioneers by taking the trophy for the first-ever instalment of the Toyota Challenge.
The Toyota Stadium also gained prominence as it played host to multiple test matches and is due to do so again when the Springboks take on Wales on the 9th of July, later this year.
“The Toyota Cheetahs’ Sponsorship is so much more than just a marketing tool. This holistic sponsorship of the union creates a unique opportunity for the Toyota brand, not solely due to the rugby association, but also to tangibly develop the sport we hold so dear. Toyota Cheetahs has become a strong rugby brand, not only in SA, but all over the world. In a similar vein, we are equally proud to be associated with the Free State Rugby Union and Toyota stadium. But for us, the opportunity to help young stars achieve their dreams is paramount – and I have to say it’s both exciting and humbling at the same time,” says Leon Theron, Senior Vice President of Sales and Marketing at Toyota South Africa Motors.
For the next three years, Toyota and the Cheetahs will revolve around engaging with fans and supporters around South Africa and the world. The Currie Cup competition – the oldest club rugby competition in the world – is once again a major focus area for Toyota and the Cheetahs. The excitement of new European competitions and the growth possibilities of the Toyota Challenge hold enormous promise.
“Our association with TSAM has allowed us to compete at the highest level and win a trophy. With Toyota by our side, the Toyota Cheetahs are stronger, and we look forward to a very exciting new chapter in our history. We would again like to thank our sponsor, our partner and our friends – Toyota SA!” says Ross van Reenen, Chief Executive Officer of the Toyota Cheetahs.
Senior Vice President of Sales and Marketing at TSAM, Leon Theron concluded: “Toyota wishes the Cheetahs the very best for the season ahead. We are confident that they will play their hearts out and make us and all their supporters justifiably proud.”
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