in Sport

September 23, 2021

In another disrupted footy season, when fans across the nation are searching for genuine connection to the game, Toyota , the AFL and Gemba worked hard to bring joy to as many people as possible through the Toyota AFL Premiership Cup Tour.

Isolated to Western Australia, we had to adapt quickly and give local fans an experience they’ll never forget, and amplify the ‘gooder news’ stories to those stranded far way from the AFL Finals Series. We started by taking the cup to the people and celebrating the many ways Toyota has ‘made footy gooder’ this year.



The two-week tour saw one of Australia’s most prestigious pieces of silverware travel to Western Australia’s iconic destinations, as well as stopping at Toyota Dealerships and community footy clubs to give a ’hands-on’ experience for the fans. Beginning in Kununurra, a convoy of Toyota HiLux Vehicles began their journey down the west coast. We travelled south to the Bungle Bungle Ranges, Halls Creek and to the famous Cable Beach.



The Premiership Cup brought finals fever footy-hungry communities and dealerships along the way, including Broome Toyota, Karratha Toyota and Melville Toyota. The second week saw the Premiership Cup travel through some incredible destinations; Newman, Kalgoorlie, Manjimup and Margaret River. The final Dealership stop was at Midland Toyota, with a special visit from Fremantle Dockers’ star Matt Taberner. Finally, on the tour’s last day, the Cup made a special appearance at two local footy clubs who had a big year fundraising with the Toyota Good for Footy Raffle, Canning Vale and Aveley.

At each stop, fans got to take photos holding the cup, photos that will make their way to the 2021 Toyota AFL Grand Final and appear as part of the cup’s arrival into the stadium.



And while the MCG will sit silent this year, the Gemba team have been focused on celebrating the 2021 Toyota AFL Finals Series through various live and virtual activities. A ‘Virtual September Club Panel’ will entertain guests, with AFL & AFLW stars Trent Cotchin, Lachie Neale, Erin Phillips and Ben Rutten chatting live with Toyota guests and staff. We also had the opportunity to reward the top raising WA Toyota Good for Footy Raffle Club with a once in a lifetime experience at the upcoming Toyota AFL Grand Final.

The downside to this season’s incredible climax? Like fans everywhere, the Gemba Team and many of our wonderful Toyota clients are unable to be in Western Australia to experience the celebrations first hand. However we are extremely proud to have been a part of the team bringing Toyota’s Finals Series activity to life and are excited to watch the two best teams of the season battle it out from afar. Go Dogs! Go Dees! May the best team win and oh what a feeling!