Toyota South Africa Motors (TSAM) has reaffirmed its commitment to the Toyota Cheetahs, extending their long-standing partnership for another three years, from April 2025 to March 2028.
- Sponsorship extended for three more years, running until 2028.
- Commitment to sports and community development remains a key focus.
- Extension aligns with Free State Rugby’s 130-year milestone.
With a legacy spanning 15 years, Toyota’s sponsorship of the seven-time Currie Cup champions continues to be a cornerstone of its dedication to South African rugby. More than just a sponsorship, this partnership is built on shared values of teamwork, resilience, continuous improvement, and respect—principles that define both TSAM and the Toyota Cheetahs.
Leon Theron, Senior Vice President of Sales and Marketing at TSAM, expressed his enthusiasm for the renewal:
“Toyota South Africa Motors is honored to continue our journey with the Toyota Cheetahs. Rugby is deeply woven into South Africa’s cultural fabric, uniting communities and fostering national pride. By extending our sponsorship, we reaffirm our commitment to both sport and community development for another three years.”
A Commitment Beyond the Game
TSAM’s extended sponsorship includes:
- Title sponsorship of the Toyota Cheetahs.
- Stadium Naming Rights, reinforcing Toyota’s presence in South African rugby.
- Continued support for the Toyota Academy, a key initiative in player development.
Since its inception in 2015, the Toyota Academy has played a crucial role in nurturing young talent. This commitment has yielded impressive results, with nine academy graduates progressing to the senior Toyota Cheetahs team and four players earning spots in the SA U20 squad. Through training, mentorship, and educational opportunities, TSAM continues to invest in the future of South African rugby.
A Milestone Year for Free State Rugby
The sponsorship extension comes at a significant time, as Free State Rugby celebrates its 130th anniversary. Reflecting on the renewed partnership, Rory Duncan, CEO of the Free State Cheetahs, shared his gratitude:
“We are incredibly proud to extend our valued partnership with Toyota SA, especially in this historic year for Free State Rugby. Since 2011, Toyota has been more than a sponsor—they’ve been a true part of the Cheetahs family. Their unwavering support, particularly during challenging times, speaks volumes about their integrity and commitment to the game. This renewed partnership enables us to continue growing rugby, developing top-tier talent, and inspiring our passionate supporters. We look forward to achieving even greater success together.”
Driving Positive Change Through Sport
At Toyota South Africa, we believe in the power of sport to unite communities, inspire the next generation, and drive meaningful change. Our partnership with the Toyota Cheetahs is a testament to this belief, and we are excited for the journey ahead.
For more information on Toyota’s brand partnerships and community initiatives, visit Toyota Community Sponsorships | Toyota South Africa.
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