Volkswagen Marketing communications manager Ryan Searle said Freshlyground reflects the new optimism that is apparent in South Africa and its people. “Volkswagen believes in the people of South Africa and the incredible contribution that people can play in taking this vibrant country into the future.
“Internationally, Volkswagen has aligned itself with sport and music. In both criteria, Volkswagen South Africa has secured significant sponsorship alliances, with PSL side Moroka Swallows, and now, with Freshlyground.
“Volkswagen Brand values reflect honesty, charm and integrity. It is these values that will thrive in a new positive South Africa and, hence, the perfect fit between music for the people and cars for the people,” Searle added.
Although the contract agreement is valid for one year only, it is foreseen that the sponsorship could be extended further into the future. “The management of Freshlyground has been extremely professional and has approached this sponsorship in a very positive and mutually beneficial manner,” commented Searle.
Each of the band members will receive a brand new Polo GTI as part of the agreement, to drive for the duration of the contract. “The idea of leading South African artists driving the new Polo GTI is a significant statement for this aspirational entry level hot hatch!” enthused Searle.
The band's third album, currently in production, will be launched during the Freshlyground Volkswagen Summer Concert Tour, also part of the sponsorship deal. The tour will take place from October to November this year and will consist of concerts in Cape Town, Port Elizabeth, Johannesburg and Durban.
