Aldi Ireland has extended its partnership with the Irish Rugby Football Union (IRFU) in a new four-year deal.
The new contract sees Aldi extend its commitment to the Aldi Play Rugby programme, a national initiative for primary school children, the discount retailer explained.
"Aldi Play Rugby has made a massive impact in schools across the country, encouraging thousands of children to get active and lead a healthier lifestyle," said Giles Hurley, CEO for Aldi UK & Ireland.
"Working hand in hand with the IRFU we look forward making the programme available to even more children over the next four years, as well as adding to the €1.2 million investment in primary schools during this time.”
Aldi has partnered with the IRFU since 2016, providing substantial investment in Aldi Play Rugby, a non-contact schools rugby programme for both boys and girls.
Aimed at encouraging school children to get active, take part in regular exercise and to eat healthily, participation in the programme has increased by almost 50% since Aldi began its sponsorship, with 109,000 students now taking part from over 1,200 schools across Ireland.
‘Fresh Food Partner’
The deal will see Aldi continue as the IRFU’s Official ‘Fresh Food Partner’ until 2024.
As the IRFU’s Official Fresh Food Partner to both its men’s and women’s teams, the IRFU logo will appear on Aldi fresh produce lines, predominantly across its fresh 100% Irish meat range and fruit and vegetable offering.
"We share a common goal and vision in encouraging children to make healthier eating choices," highlighted Nicholas Comyn, President of the Irish Rugby Football Union.
"Aldi makes healthy eating affordable and accessible for all Irish families and we are proud for the IRFU logo to appear on and endorse its fresh product ranges."
The extension will also bring the return of the Aldi Play Rugby Sticker Competition later this month.
© 2020 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. Click subscribe to sign up for the Checkout print edition.