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Toyota maintains commitment to Pro14’s Cheetahs

South African rugby union team the Cheetahs has agreed a three-year extension to its partnership with main sponsor, Japanese automotive manufacturer Toyota.

Toyota South Africa Motors has partnered with the Bloemfontein-based club for the past eight years and the new deal will extend these ties through to 2022.

The contract will still include title sponsorship for the Cheetahs Pro14, Currie Cup, Rugby Challenge and junior teams. The sponsorship also includes the naming rights of Toyota Stadium in Bloemfontein, and the club’s academy.

The Cheetahs made the switch from Super Rugby to Europe’s Pro14 competition in the 2017-18 season. The two parties said the next three years of their association will focus on engaging with fans and supporters in South Africa and around the world.

The domestic Currie Cup, the oldest club rugby competition in the world, will remain a major focus area for Toyota and the Cheetahs.

Calvyn Hamman, senior vice-president of sales and marketing at Toyota South Africa, said: “The Free State is home to a lot of rugby talent on and off the field.

“We believe that a holistic sponsorship of the union creates a unique opportunity for the Toyota brand to not only be associated with rugby but also to develop balanced young rugby players and individuals. The Toyota Cheetahs has become a strong rugby brand not only in South Africa but all over the world.”

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