The Free State Cheetahs has announced a new partnership with Santam, which will become an associate partner of the Toyota Cheetahs for the next three-and-a-half years.
As part of this strategic collaboration, Santam’s logo will be prominently featured on the chest of the team’s playing and practice kits.
“We are thrilled to welcome Santam to the Cheetahs family,” said Ross van Reenen, CEO of the Free State Cheetahs. “This partnership enhances our brand and reflects our shared commitment to excellence and innovation. Together, we are excited to achieve new milestones and bring even more success to our supporters. Free State Rugby is proud to be associated with a trusted and valued brand like Santam.”
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Santam Group COO, Gugu Mtetwa said the partnership with the Cheetahs gave the insurer an opportunity to engage with stake-holders through one of South Africa’s most-loved sporting codes.
“Over the years , the sport of rugby has not only united South Africans from every walk of life, but has also given us some of the best moments in our country’s history,” she said. “We are proud to sponsor the Toyota Cheetahs, as it embodies teamwork, resilience, and community spirit — values that resonate deeply with Santam’s culture. Supporting this dynamic sport not only allows us to connect with our customers and employees, but also contributes to the development of local talent and promotes a healthy lifestyle. By investing in rugby, we are investing in the future of our community and fostering a sense of unity and pride that goes beyond the game.”
The deal was brokered by South African sports marketing agency, Megapro.
“As the commercial agent for the Cheetahs, we are pleased to have facilitated the partnership between the Toyota Cheetahs and Santam. We believe this collaboration will bring valuable benefits to both organisations,” said Clive Eksteen, Chief Commercial Officer at Megapro.
