The launch of the partnership took place on 16 January 2008, at the Liberty Life Wanderers Stadium in Johannesburg, and was supported by members of the Protea's team, just two days before the Standard Bank International Pro20 against the West Indies. Also present was Gerald Majola, CEO of Cricket South Africa, who said, “Our cricket calendar is going to look even more impressive with Toyota on board and we look forward to bringing an even greater experience to our valued fans.”
Andrew Kirby, Toyota SA SVP: sales and marketing, explained the reason behind securing this sponsorship opportunity, “Toyota is a caring and reliable brand focused strongly on family values, whilst cricket is a sport in which the whole family can enjoy. The sport is a professional gentlemen's game and will assist the Toyota brand in speaking to and forming a relationship with our target market, and we therefore are happy to commit in signing this three year deal.”
When asked about working with other sponsors currently in the cricket space,. Kirby replied that he is looking forward to working alongside brands such as SA Breweries, Standard Bank and MTN. “I believe that if we work together, then the event experience will be all that more enjoyable for the fans, and that ultimately is what we are trying to achieve.”
Kirby went on to say that Toyota together with CSA are discussing some marketing campaigns in order to leverage extensively off this partnership, “I do not want to pre-empt anything, but all I can say is that Toyota is a brand that never disappoints, and the fans from all walks of life can look forward to some interesting, interactive and innovative events.”
