Free State Rugby has announced a significant three-year partnership with Bayer DEKALB, South Africa’s leading maize seed brand, as the new associate sponsor of the Toyota Cheetahs.
The collaboration officially kicked off during the SA Cup semi-final on Saturday, 17 May, with the DEKALB and Bayer logos making their debut on the back of the Toyota Cheetahs’ playing jerseys.
“This partnership with Bayer DEKALB is a perfect match for us,” said Rory Duncan, CEO of the Free State Cheetahs. “They’re a trusted brand with deep roots in the Free State, supporting both rural and urban communities. Their values align closely with ours, and we’re honored to welcome them into the Cheetahs family.”
Johan Bibbey, Bayer Crop Science Country Lead Seed: South Africa, echoed the excitement:
“Maize, agriculture, and rugby are all part of the Free State’s DNA. At Bayer and DEKALB, we’re thrilled to partner with Cheetah rugby in a way that brings these worlds together.”
But this partnership goes far beyond the rugby pitch. It’s also about community impact. By joining forces, the Toyota Cheetahs and Bayer DEKALB aim to strengthen the team’s regional presence and invest in grassroots development, particularly in agricultural communities where rugby is a shared passion.
“Our involvement is about more than visibility on a jersey—it’s about standing alongside the communities we serve,” said Bibbey. “Together with the Cheetahs, we want to walk this journey with the farmers and families of the Free State.”
As Free State Rugby looks ahead to its 130th anniversary in 2025, this new alliance comes at a symbolic time. Built on values of hard work, courage, and community, Cheetahs rugby has long been a source of pride for generations of Free Staters.
“Here’s to a strong season for both our farmers and the Cheetahs,” Bibbey concluded. “We’re proud to stand behind you.”