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15 December 2015

Mitre 10 putting its might behind New Zealand’s domestic rugby

Mitre 10 is putting its might behind rugby all over New Zealand, by signing on as the naming rights sponsor for domestic rugby in a partnership that includes the long-running National Provincial Championship (NPC).
 
The partnership with the New Zealand Rugby Union (NZRU), commencing in time for the start of play in 2016, will see the NPC renamed as ‘The Mitre 10 Cup’. 
 
The leading home improvement retailer will also be the sponsor of the Heartland Championship, the Women’s NPC and the Jock Hobbs Under 19’s National Tournament, as part of a deal that lasts through to the end of the 2020 season.
 
Mitre 10 General Manager Marketing Dave Elliott said the partnership with the NZRU is a strong fit with the values that the company admires.
 
“Rugby, particularly at the domestic level, reflects so many of the traits that we love at Mitre 10: commitment, passion, satisfaction in getting the job done, a sense of community and a large dose of Kiwi-ness,” Mr Elliott said.
“Domestic rugby competitions are the lifeblood of rugby in New Zealand, and it’s important that these competitions have a strong future as they provide a platform for our finest players to emerge. This is not just about supporting the game at the top level, but getting stuck in and seeing the game thrive at the grassroots as well.
 
“We know our teams right across the country are excited by this partnership and are looking forward to getting stuck in and showing their support to their local rugby communities.
 
“As a 100 per cent New Zealand owned and operated business, we‘re dead keen supporting Kiwi activities and rugby is definitely one of these,” Mr Elliott said. “We’re proud to be able to do our bit to help the domestic game get even stronger and provide a platform for our finest players to emerge.”
Mitre 10 is currently working with the NZRU to explore ways it can engage and assist grassroots rugby communities through the partnership.
 
Mr Elliott said the competition will give Mitre 10 and Mitre 10 MEGA stores great exposure right across the country. 
 
“We know that rugby is closely followed by fans throughout New Zealand, and we’re proud to be associated with these competitions,” Mr Elliott said. “We’ve considered this opportunity carefully and it’s too good for Mitre 10 to miss out on. We’ve also been discussing it for some time with the members of our co-operative and they strongly support it. 
 
“Many of our store owners have supported their local rugby communities over the years by providing materials for DIY projects on their club houses. And we know they’re looking forward to getting involved in this more formal partnership with the NZRU.”
 
In 2014, more than 405,000 fans attended games in the NPC and a total of 5.6 viewers tuned in to follow the action on television. The competition launched in 1976, making next year the 40th season of play.