Warren Robertson
2 minute read
26 Mar 2019
3:29 pm

Toyota pulls out of Afrikaans is Groot

Warren Robertson

The company's eventual withdrawal has forced the festival to appeal to fans to become the headline sponsor.

Credit: Twitter

Toyota has become the latest sponsor of the Afrikaans is Groot (AIG) music festival to withdraw its sponsorship since an online furore erupted over the announcement that singer Steve Hofmeyr would be performing at the event.

Following on from the announcement by MTN that it would no longer be the headline sponsor of AIG, Toyota was initially reticent to withdraw, but have subsequently changed their mind after photos of their brand tagged to old South African flags went viral online.

“Toyota South Africa Motors (TSAM) and the organisers of Afrikaans is Groot (AIG) have amicably agreed to discontinue their sponsorship association as of March 2019 – which also marked the end of the 2018 AIG season,” the company announced in a press release.

The company was quick to assure other partners that they would not be withdrawing from further obligations explaining: “As an organisation that is fully committed to the development of arts and culture, TSAM will continue sponsoring other creative and musical events that promote diversity and social cohesion in the country. TSAM remains committed to the social and economic development of a peaceful and harmonious South Africa.”

In response, AIG has turned to fans to try and cover expenses. In association with Solidarity’s “Helping Hand” division, AIG announced the development of a whole new “exclusive event” tagged to the hashtag #JouAIG (Your Afrikaans is Groot) which is designed to make the public Afrikaans is Groot’s main sponsor.

At a press briefing, attended by Steve Hofmeyr, it was announced that the exclusive show is set to take place on November 28, 2019, and 6,000 tickets have been released at R800 each.

“Ticketholders of this concert will be stepping in as the main sponsor of the show. Profits of the night will also be donated to Helpende Hand,” said a statement.

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