Toyota and Repucom in Dakar Rally Partnership

Toyota in South Africa has teamed up with Repucom to provide sponsorship measurement for their presence at the infamous Dakar Rally.

The partnership marks the third successive year Toyota and Repucom will be working together with the car giant’s prominence at the Dakar Rally, which concluded last month, playing a central role in the brand’s overall sports sponsorship strategy.

Having worked with Toyota since 2013, Repucom will once again this year be delivering local and international TV analysis of the rally, as well as brand exposure across online, print and through social media to provide an in-depth insight into the car manufacturer’s brand exposure and paint an overall picture of the event’s global audience.

Chairman of Repucom, South Africa, Kelvin Watt, said:

“Toyota SA is one of our truly valued customers here in South Africa. They take an integrated approach to the measurement of their local sponsorship properties utilising Repucom’s Connected Solutions offering.

“The Dakar Rally sits as the centrepiece for Toyota and is an event which delivers the brand not just very good exposure both locally and internationally, but plays well to their brand values and showcases their leading off road, all-terrain vehicles.

“For Toyota, demonstrating the resilience of their cars is paramount. Whether that is in their off road vehicles being water, heat and cold resistant or in the car’s overall performance at the event, the Dakar Rally offers the perfect show room.”

As well as measuring Toyota’s brand performance at the Dakar Rally, Repucom also monitors the car manufacturer’s sponsorship of rugby, motorsport, cycling and athletics on a monthly basis as well as delivering consulting solutions which have assisted them in making better informed decisions when it comes to sponsoring sports properties.


Toyota’s drivers finished the race in the following positions:

  • Giniel de Villiers – 3rd
  • Leeroy Poulter – 5th
  • Yazeed al Rajhi – 11th