Jetour is becoming one of the automotive brands growing its South African footprint. They have officially partnered with the DHL Stormers as their new vehicle sponsor in a three-year deal. The collaboration announced on the 18th of September, 2025, comes at a pivotal moment for both brands. For the DHL Stormers, the past year has been marked by transformation and a bold rebrand under the theme “In It Together.” For Jetour, which only entered the South African market in September 2024, this partnership represents a chance to align with one of the country’s most competitive rugby teams.

Since its launch in September 2024, Jetour has quickly risen into South Africa’s top 15 automotive brands, driven by the popularity of its first two SUV models, the sporty five-door Jetour Dashing and the versatile seven-seater X70 Plus. This rapid success reflects the company’s focus on combining technology, comfort, and performance, values that echo the Stormers’ dynamic style of play and deep connection with their supporters.

Speaking at the team’s training camp along the Garden Route, Nic Campbell, Vice President of Jetour South Africa, emphasized the parallels between the two organizations. He described the Stormers as more than a rugby team, but a symbol of unity and pride for Cape Town and the country at large. In his view, both Jetour and the Stormers are committed to building communities around passion, innovation, and excellence.

From the Stormers’ side, CEO Johan le Roux highlighted the alignment between the club’s new identity and Jetour’s emerging presence in the local market. He noted that both entities are entering new chapters defined by ambition and change, making the partnership a natural fit. The sponsorship will see the Stormers equipped with Jetour’s latest models, including the upcoming all-wheel-drive T-series SUV.

Beyond vehicles and branding, Jetour is introducing a new layer of fan engagement through the creation of the Jetour VIP Club at DHL Stadium. This initiative will offer select Jetour customers and their families exclusive experiences at home games, the first time a sponsor has created such a platform in the stadium’s history.

This strategy ties in community and fan engagement, and these are my key takes on how this partnership:

• 1. Strengthened Brand Visibility for Jetour :
  Jetour is still new in South Africa (just one year in the market), so partnering with a high-profile rugby team gives it instant visibility and credibility.
  
  Being on the DHL Stormers jersey ensures regular exposure during televised matches, press coverage, and fan engagement events.
• 2. Powerful Brand Alignment :
  Both brands are at transitional, ambitious stages, Jetour establishing itself in the market and the Stormers rebranding under “In It Together.”
  
  Shared values such as innovation, performance, community, and resilience make the partnership feel authentic rather than forced.
• 3. Community and Fan Engagement :
  The creation of the Jetour VIP Club at DHL Stadium is a first-of-its-kind initiative that deepens fan experiences while rewarding Jetour customers.
  
  This positions Jetour as a brand that goes beyond sales, showing commitment to lifestyle and community which feeds into sports growth.
• 4. Mutual Growth Opportunity:
  The Stormers gain a new fleet of vehicles, including the upcoming T-series SUV, which supports team operations.
  
  Jetour benefits from association with a winning, passionate rugby culture that resonates with South African consumers.
• 5. Added Value for Customers:
  Jetour customers gain exclusive perks like VIP stadium experiences, creating emotional loyalty beyond the car itself.
  
  This differentiates Jetour from competitors in the crowded SUV market.
• 6. Momentum Building for Both Brands:
  For the Stormers: It’s another step in their rebranding journey, adding a global partner that boosts their stature.
  
  For Jetour: It’s proof of serious investment in South Africa, building consumer confidence in the brand’s long-term presence.
• 7. Lifestyle Storytelling Potential:
  The partnership goes beyond a standard sponsorship. It tells a compelling story of driving ambition, building community, and embracing innovation, themes that resonate with fans and customers alike.

As Jetour’s logo will appear on the Stormers’ jersey, Campbell stressed that the partnership is about embodying shared values of performance, reliability, and community spirit, and inspiring South Africans to embrace ambition with confidence.

With Jetour and the Stormers stepping into this next phase, their collaboration represents a partnership rooted in common purpose: to accelerate into the future together, uniting fans and customers alike in the pursuit of excellence and I think that this would be another marketing case study to follow for the next 3 years.