SPAR NI is set to become Ulster Rugby’s first community partner in a match-up that will work to elevate the club’s grassroots sport in local communities by supporting the next generation of players, coaches, referees, and volunteers from across the province.

As part of the new two-year deal, SPAR NI will be the primary sponsor of Ulster Rugby’s mini-rugby activities across the province, which each year sees over 2,000 young people playing the sport with their local clubs and schools.

This will include sponsorship of the Primary Schools’ Mini-Rugby Festival, a key calendar event for the youth game, which showcases the development of basic skills, understanding of the rules of rugby, and behaviours required to play the game, all supported through a year-long mini-rugby programme, which will now be further developed through SPAR NI’s investment.

SPAR NI will also be supporting the half-time mini-rugby showcase games which take place throughout the season on selected match nights at Kingspan Stadium when the Senior Men’s team are competing in the BKT United Rugby Championship and Heineken Champions Cup.

On-pitch branding, big-screen content, and mascot activation will all form part of the new partnership. There will also be regular ticket giveaways and activities to win prizes during match nights and beyond.

Senior Men’s players, James Hume and Sean Reffell can already be seen participating in SPAR’s seasonal campaign, 12 Deals of Christmas, on social media.


“It’s great that SPAR NI has come on board with us to support the grassroots rugby activity that is the heartbeat of our sport across the province,” said Ulster Rugby CEO Jonny Petrie speaking to us at the Sport for Business Sport in the City event at Ulster University yesterday.

“We believe through the links that we have directly into the community across Ulster, we can increase the visibility of our partner’s brand, whilst together making an impact for all those involved in the game, including those at an early stage of their playing career.”

“The community ethos behind Ulster Rugby’s grassroots schemes for young people to benefit from team sports is an excellent opportunity for SPAR NI to engage with more families in local communities in Northern Ireland,” added Laura Thompson, Corporate Marketing Manager at Henderson Group which owns SPAR in Northern Ireland.

“We believe in the power of community and know that taking such huge opportunities out into those communities can bring both social and economic benefits to the individuals and areas, teaching young people important skills and behaviours for both on and off the pitch.”