Rugby in the regions: AFGRI Equipment inks historic partnership with the Western Force

Some of the biggest stars in WA rugby will make their way to farming communities from Geraldton to Esperance as part of a partnership signed between AFGRI Equipment and rugby side the Western Force. The agreement, unveiled today, aims to promote the Western Force in both Super Rugby Pacific and Super W competitions in regional areas through coaching clinics, player training sessions, community barbecues and more. The partnership is hoped to help AFGRI and the John Deere brand gain more exposure in the city and the Western Force’s goal of engaging with, and reaching more people, in regional areas. It also aims to show players some of the agribusiness opportunities available in life “after rugby” and to provide family-friendly social opportunities between the players and those living in regional WA. AFGRI operations director Gollie Coetzee said it was crucial for agribusinesses to give back to local communities and helping to develop young sporting talent was the perfect way to do that. “We should be playing a major role as far as their (young sports men and women) development is concerned… the sport needs more amateurs coming through the ranks,” he said. “AFGRI employs about 50 school leavers each year, and this association will help those youngsters to think about rugby and not just footy and cricket.” Mr Coetzee said the partnership was a good fit for AFGRI, with about 80 per cent of the group’s staff across its 19 branches being based in regional WA at its branches between Geraldton and Esperance. Making the partnership appealing for AFGRI is also the opportunity to reach a bigger audience in Perth – with plans under way to promote the AFGRI and John Deere brands at games in the city. Western Force head coach Simon Cron said the partnership would connect farming communities to sport and encourage young people to pick up a rugby ball to give his favourite game a try. “AFGRI has a strong footprint in rural areas, and we need to develop rugby in rural areas,” he said. “A lot of the areas where AFGRI and the John Deere brand are established are areas we need to be more proactive in. “We also have a lot of professional athletes who need to understand more about business and life after rugby… so it is a great opportunity to have a mutually beneficial relationship.” Western Force business development manager Huw Lock – who grew up on a farm in Wales – said engaging with regional WA was about acknowledging that the Force was “bigger than Perth”. “Engaging with regional WA is a cause close to our hearts, we appreciate that Western Force is bigger than Perth and this gives us the chance to engage with people living in the country,” he said. “Coming from an agricultural and regional background myself, I know how inspirational it can be to have a professional team visit your town. “Country kids have a great work ethic, they are used to working as part of a team… there is an honesty and integrity to country players that I really like.” The program was unveiled to Perth-based staff last week when Western Force staff and players toured AFGRI’s headquarters in South Guildford to check out machinery and the salesroom. The same day the group unveiled new home and away jerseys for next year’s Super Rugby Pacific and Super WA competitions, the side were visibly excited to check out the John Deere toys and merchandise on offer – with some taking home toy tractors for their children. Players were keen to learn more about farming - asking questions about the return on investment when buying large machinery, how the gear was serviced, the role of agronomists, and how John Deere’s technical support system worked. Mr Cron said it was great to spend time with AFGRI staff, who were all “rugby people” – with the group’s general manager of sales and marketing Jacques Coetzee a former South African rugby union player. Jacques Coetzee said the partnership would allow for significant brand exposure for AFGRI, which had undergone rapid expansion from three to 19 branches during the past seven years. Mr Lock said both organisations were now putting their heads together to work out exactly what the travel schedule, social schedule and AFGRI’s brand promotion at game-days might involve. “We want the regional visits to be a family affair, so we could have a rugby clinic with skills sessions involving locals, an open training session so people can watch the team being put through their paces, and then afterwards we would have a barbecue and have a chat,” he said. “And in Perth we want to have toys at the (game) gates for kids to enjoy, and to have player of the game presentations, so adding value to the match day experience for our fans as well.” Jacques Coetzee said there would be a minimum of two rural rugby schools held in regional WA during the next year, with Narrogin and Albany likely to be first. “We will have the teams out for training, and access to the players, and time for the school kids and locals to mingle and chat with the players and AFGRI staff,” he said. “There is a lot of development that takes place in regional WA.” Western Force scrum half Ian Prior said he loved the opportunity to tour the AFGRI site and spend a day revelling in his agricultural roots. With an agronomist father and parents who once farmed at Zimbabwe before moving to Bundaberg, Mr Prior said his family was still very invested in agriculture and was thrilled with the partnership. “Rugby is unique in that it is a game for everyone, male or female, all body shapes… in rural towns, it can be isolating and sport is so important,” he said. “This is a great way to grow the game and bring the community together.” The partnership is for two years with the option of a third, with more details about clinics and match-day engagement to be unveiled in coming weeks.