The Lions Rugby Company has announced that it has concluded a sponsorship deal with international automobile manufacturer Chery, which becomes the franchise’s ‘Official Vehicle Partner’.
The deal sees both brands enter a three-year partnership. The sponsorship includes the provision of vehicles to the Johannesburg franchise as well exposure on the senior team’s playing jersey and shorts.
“We are delighted to have partnered with one of the world’s biggest and most recognised rugby brands,” said Tony Liu, Chery’s Executive Deputy General Manager. “We are particularly excited to immerse ourselves in the Lions family and most importantly, build brand love for our vehicles amongst fans.”
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Commenting on the partnership, Ellis Park Stadium Managing Director Pieter Burger said it was encouraging to see corporate brands aligning themselves with sport in an incredibly challenging economic environment.
“We are absolutely thrilled to be aligned with an international vehicle brand such as Chery,” he said. “With the sponsorship landscape being a challenge due to budget constraints, we are glad that Chery saw the value in associating themselves with the Lions in what will no doubt be an exciting journey for both brands.”