Coles sponsors NRL 2012 ‘Backyard League’ program

Posted by AFN Staff Writers on 4th July 2012

A new partnership between the National Rugby League (NRL) and the Coles supermarket group will help reinforce the Coles brand identity of being engaged with local communities.

This week Coles announced that it has been named Principal Sponsor of the NRL ‘Backyard League’ program for 2012, which aims to encourage children to lead active lifestyles through rugby league.

The three to five-week program, developed and delivered by the Australian Rugby League (ARL) Development Offices is designed to be implemented into current Physical Education curriculum, to teach children ‘game sense’ skills, with a modified informal version of rugby league.

So far, about 1.25 million students have participated in the program. The ‘Coles Backyard League’ aims to reach about 1 million students nationwide in 2012.

“We are constantly striving to encourage children to get active in sports and maintain a healthy lifestyle. We are thrilled to be able to support the innovative Backyard League initiative, and further enhance our commitment to schools and kids,” said Simon McDowell, Coles Group Marketing Director.

The NRL partnership follows on from the Coles ‘Sports for Schools’ program and AFL schools program, previously reported in Australian Food News.