Faf de Klerk joins Toyota South Africa as brand ambassador
Image by Toyota South Africa
Toyota South Africa Motors (TSAM) has signed Springbok scrumhalf Faf de Klerk as a brand ambassador, extending a sponsorship relationship with the Toyota Cheetahs that now runs through one of the country's most recognisable playing talents. De Klerk's recently moved to the Bloemfontein-based franchise and ties him personally to the Land Cruiser Prado, TSAM's off-road flagship.
De Klerk becomes the face of the Prado in Toyota's marketing, a pairing the manufacturer has built directly around his profile as a World Cup-winning Springbok. Glenn Crompton, Vice President Marketing at Toyota South Africa Motors, said:
"Faf is more than a world-class rugby player - he is a symbol of determination, authenticity and South African pride. His journey to becoming a Rugby World Cup-winning Springbok reflects the values we hold dear at Toyota: resilience, continuous improvement and the pursuit of excellence. We are delighted to welcome him to the Toyota Cheetahs family and look forward to an exciting journey together."
De Klerk said: "Joining the Toyota Cheetahs has been an exciting new chapter in my rugby journey and I'm equally proud to now be joining the Toyota family as a brand ambassador. Toyota is a brand synonymous with quality, reliability and performance - values that resonate strongly with me both on and off the field. Much like me, the Land Cruiser Prado is an incredible vehicle that is built to take on any challenge. I'm ready to go on many adventures with it but most importantly, looking forward to representing a brand that shares my passion for excellence and continually pushing boundaries."
Frans Steyn, Director of Rugby at the Toyota Cheetahs, welcomed the appointment: "Faf's arrival at the Toyota Cheetahs marks a significant moment for our team and our supporters. He brings outstanding experience, leadership and a winning mentality that aligns perfectly with our ambitions. We are proud to see him join the Toyota family as a brand ambassador, further strengthening the connection between our team, our sponsor and one of the game's most respected players."
The partnership folds a new signing into an existing sponsorship rather than standing alone as a separate contract, which is the more efficient route for a manufacturer already paying for the Cheetahs' branding rights. Toyota gets a marketable individual attached to its title sponsorship at no additional rights-holder cost, and De Klerk's arrival at the union gives the club a bigger name to sell to its own commercial partners and broadcasters. Pairing a player with a specific model, gives the Prado a face.
De Klerk joins a stable of Toyota ambassadors that includes Oupa Mohoje, Gerda Steyn and Matt Beers, spanning rugby, athletics and cycling. That spread lets Toyota rotate its marketing spend across codes and audiences rather than betting entirely on one sport's cycle - a hedge that becomes more valuable the more Toyota ties its ambassador roster to specific vehicles.
