This Japanese manufacture and Cheetahs will be in partnership until at least 2025 and it deal is to the tune of R100 million of the said period.

When the current deal lapses their two entities would have been in partnership for 15 years.

The CEO of the Cheetahs, Ross van Reenen, said the Cheetahs and Toyota share a lot of similarities.

“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.”

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The Senior Vice President of Sales and Marketing at Toyota South Africa Motors, Leon Theron, in his turn said that they are proud to be associated with Free State Rugby for even longer.

“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.”

In addition to making the announcement on Monday afternoon, Van Reenen, confirmed that not one, but two Toyota Challenge tournaments will be played in Bloemfontein later in the year.

The inaugural tournament in November 2021 features the Cheetahs, Sharks and Western Province as well as Baia Mare from Romania and Diables Barcelona from Spain.

Van Reenen promised in 2022 the tournament will be bigger and better with the Bulls and Lions as well as the New Zealand giants, the Crusaders, and Toyota Verblitz from Japan.

Morgan Piek OFM Sport