To leverage Vodacom's sponsorship of the Free State's premier rugby team, the Cheetahs, as well as that of the team's home ground, sister companies in the FCB South Africa group, FCB Johannesburg and FCB Impact, collaborated to revamp and brand the venue. FCB Johannesburg creative director, Quintes Venter, called into billboard duty a number of uniquely South African terms - 'Pasop vir die Hond' and 'Jagveld vir die Cheetahs' for example - while FCB Impact designers Natalie Davidson and Kholiwe Sinuna designed the branding for the stadium, which was re-launched 'Vodacom Park'.
