Chinese automotive brand Chery has officially announced a dynamic new sponsorship deal with Mamelodi Sundowns, the current Premier Soccer League (PSL) champions for the 2024–2025 season. As part of this landmark agreement, Chery becomes the official vehicle sponsor of the club, further solidifying its growing presence in the South African market.
This strategic partnership sees Chery supplying a fleet of its popular SUVs to the club, which will be used for day-to-day transportation, matchday logistics, and various community outreach programs. It marks a significant collaboration between one of Africa’s top football clubs and a fast-growing global automotive brand.
Mamelodi Sundowns: A Powerhouse in African Football
Mamelodi Sundowns are known throughout the continent not only for their iconic bright yellow kits but also for their energetic and attacking style of play. Their consistency and dominance on the field have earned them the title of 2024–2025 PSL champions, adding to their already impressive collection of domestic and continental accolades.
Over the years, Sundowns have cemented their legacy with multiple PSL titles, a CAF Champions League win, and a victory in the prestigious African Football League. Their influence extends beyond the pitch, reaching deep into communities and building a legacy that reflects excellence, unity, and ambition.
Driving Forward: Chery’s Strategic Goals in South Africa
For Chery, the partnership reflects more than a typical sponsorship—it is part of a larger vision to connect with South African communities and contribute meaningfully to national development. As the brand increases its footprint in South Africa, aligning with a club like Mamelodi Sundowns offers a perfect platform to engage with fans and promote shared values.
Tony Liu, CEO of Chery South Africa, emphasized the broader significance of the deal. “This partnership reflects our commitment to more than just mobility. It’s about uplifting local initiatives and supporting national talent,” Liu stated. The initiative showcases Chery’s interest in becoming a community-centric brand, not just an automotive provider.
Shared Values: Ubuntu, Ambition, and Unity
At the core of the partnership lies a mutual commitment to shared principles. Club chairman Tlhopie Motsepe welcomed Chery to the Sundowns family and highlighted the alignment in purpose and vision.
“We believe in Ubuntu—that our success belongs to the people. This partnership is a natural extension of that philosophy,” Motsepe said. The collaboration is rooted in more than just commercial interests; it symbolizes the collective drive to inspire and uplift communities through sport and innovation.
Both parties see this union as a celebration of human potential, resilience, and collaboration—key themes that define both the Mamelodi Sundowns brand and Chery’s mission in South Africa.
Celebrating the Partnership: Fans Get Involved
To commemorate the launch of this partnership, Chery is inviting fans to be part of the journey. Supporters of Mamelodi Sundowns will have an opportunity to win a brand-new Tiggo 4 Pro SUV in a special promotional campaign, further bridging the gap between the club and its loyal followers.
Such initiatives demonstrate Chery’s desire to go beyond traditional marketing, aiming instead to foster emotional and practical connections with South African consumers.
On the Road Together: A Vision for the Future
While Chery’s SUVs will certainly be visible on matchdays and in public appearances, the true focus lies in building a meaningful and long-term relationship with the South African public. By teaming up with Mamelodi Sundowns—a club with deep roots, widespread appeal, and a legacy of success—Chery is positioning itself as a brand that understands and invests in what matters to the people.
The partnership is not just about mobility; it’s about momentum. It’s a celebration of achievement, an endorsement of shared ambition, and a step toward a brighter, more connected future.
As Chery and Mamelodi Sundowns drive forward together, fans and communities can expect not only thrilling football but also impactful initiatives off the pitch. With unity, purpose, and passion, this collaboration promises to be one of the most exciting alliances in South African sport and business.
Related article: Chery to Launch New Car Brand ‘Lepas’ in South Africa as Part of Expansion Drive
