On Monday it was announced that the partnership, which is already 15 years old, will be extended for at least another three years. This makes it one of the longest-running partnerships between a professional rugby team and a major motoring manufacturer in South Africa.

Cheetahs CEO Rory Duncan told OFM Sport that, as the team is in a rebuilding phase, the new deal is especially welcome.

“It’s a huge relief for us to have a partner like Toyota,” said Duncan.

Neels Volschenk. Photo: Morgan Piek

“As I mentioned before, they’ve been with us through both the tough times and the good times. I genuinely meant it when I said we don’t just look to them for material support – we also look to them for guidance.

“We can pick up the phone and speak to someone like Leon, Glenn, or any of the guys from Toyota to help us navigate the challenges we’re facing.

Rebuilding phase

“It is a rebuilding phase for us – we’re putting our squad together, establishing our academy structure, and we’ve also got a new coaching setup.

“We’re looking forward to the growth we’ll see in these areas, and we’re excited to have Toyota as our partner on this journey.”

The Japanese motoring giant has a rich history of involvement in South African sport. In addition to its long-standing partnership with the Cheetahs, Toyota is also a key sponsor of Kaizer Chiefs, Netball South Africa, and of course, motorsport.

Senior Vice President of Sales and Marketing at Toyota South Africa, Leon Theron, told OFM Sport that renewing the partnership was not a decision taken lightly. However, they continue to see value in it and believe it’s crucial to focus on developing young players through the academy. “If I had to be honest, the financial aspect is never an easy discussion,” said Theron.

“People have often asked me if it's an emotional decision, but no—it’s a business decision.

“But the truth is, we take sport in South Africa very seriously at Toyota South Africa. We’re also very serious about the Cheetahs. If you ask rugby fans across the country, they’ll tell you the Cheetahs are their second-favourite team – if not their first.

Victor Sekekete. Photo: Morgan Piek

“It’s so important for us to help build the Cheetahs into the team they should be. This union has been around for 129 years – you can’t ignore that. The fact that they’re still here today tells us something. They’ve built a sustainable franchise, and as a major corporate – actually, as a global company – we see it as our role to be part of this journey.

“What Rory and his team are doing with the new coaching staff and style of play is exciting.

Reset strategy

“This year, Toyota has introduced what we call a ‘reset strategy,’ and in a way, I think Rory and his team are doing the same thing. We like what we’re seeing.

“But our biggest focus as a brand will be on the academy, because that’s what will make the Cheetahs even more sustainable over the next 30 years.”

Meanwhile, on Saturday, the Cheetahs will be back in action in Bloemfontein when they face the Griffons at the Toyota Stadium in Round Five of the SA Cup.

OFM Sport/Morgan Piek cg