Farmlands and NZPU

Rural New Zealand and rugby are deeply intertwined. The volunteers who line the fields on Saturday mornings. The coaches who show up every week. The parents driving hours to away games.

That's why we've become the Official National Rural Partner for provincial rugby, a partnership across all 14 provinces, spanning the NPC and Farah Palmer Cup.

Because provincial rugby union isn't just a sport sponsorship. It's for the communities we've always been part of. It's the pre-game, post-game (and during-game) catering in the clubrooms. Sorting the gear after training midweek. The crew who keeps your home turf in good nick. The people who show up week in, week out, whatever the weather, for something bigger than the team on the field.

We're proud to already be part of that. Our stores are in your towns. Our people are on those sidelines. This partnership is about showing up and standing alongside the clubs, volunteers and communities who keep the game moving — from a special Rural Round on the calendar to our Rural Rugby Legends programme, celebrating the people who keep it all running year after year. Because rural never rests, unless the game's on.