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 United Rugby Championship and Heineken Champions Cup. From on-pitch branding and big screen content to mascot activation, SPAR NI will grow engagement with what is already a popular activity.

Laura Thompson, Corporate Marketing Manager at Henderson Group which owns SPAR in Northern Ireland, said: “The community ethos behind Ulster Rugby’s grassroot 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.

“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.”

Ulster Rugby CEO, Jonny Petrie, added: “It’s great that SPAR NI have come on-board with us to support the grassroots rugby activity that is the heartbeat of our sport across the province.

“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.”

SPAR NI will offer shoppers, schools and staff teams benefits from the partnership which include regular ticket giveaways and exciting activities to win prizes during match nights and beyond. Players will also get involved with SPAR NI’s many initiatives throughout the year.

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.

SPAR NI’s sponsorship of Ulster Rugby will initially run for the 2022/23 and 2023/24 seasons, investing in the club’s grassroots community outreach for at least the next two years.

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Launching the ground-breaking programme for a fifth consecutive year, Lidl Northern Ireland also confirmed that it has signed an annual supply deal worth £340,000 with Holywood, County Down-based spicy meat maker Hellbent to supply its succulent Chakalaka Boerewors to all Lidl stores within the island of Ireland on a permanent basis and for a limited summer promotion in UK stores.

The brainchild of South African-born Ulster Rugby aces Louis Ludik and Schalk Van der Merwe, Hellbent secured a coveted place on Lidl Northern Ireland’s Kick Start programme only last year.

Proving a big hit with shoppers at Northern Ireland’s fastest-growing supermarket retailer, Hellbent has grown exponentially since then and this latest deal with Lidl Northern Ireland will help propel its success even further.

Hellbent’s eye-catching products combine a delicious fusion of South African flavours quality Irish meat produce, creating a new taste sensation that pays homage to both countries and cultures.

Featuring a tasty line-up of beef and pork products, Hellbent benefited from a range of in-store promotions across 215 Lidl stores across the island of Ireland as part of last year’s Kick Start programme, proudly showcasing its Original and Chakalaka Boerewors spiced using traditional farmhouse seasoning, Hellbent Burgers, Black & White Pudding as well as seasonal festive Cranberry & Feta Sausages.

Speaking about the launch of the new 2022 Kick Start programme, Hellbent’s Louis Ludik said: “The Lidl Northern Ireland Kick Start programme has been an incredible boost for our business.

“It’s a great way for any small business to get a taste of what it takes to supply a major retailer. The programme supported us at every level – from help to upscale production and meet larger orders, to marketing and business management support and of course enabling us to reach more customers than ever with our products.

“Our full range of products were made available on limited promotion across all 215 Lidl stores within the island of Ireland which really opened up our customer base and allowed us to grow our brand into new markets. It was a very proud moment for us to go into our local Lidl Northern Ireland store and see our products rubbing shoulders with some of the bigger brand names and amazing local suppliers.

“It’s incredible to think that just 12 months later, we’ve now secured a permanent listing with our Chakalaka Boerewors – one of our most popular products. It’s an exciting time for us and we’re ‘hellbent’ on growing our business with Lidl Northern Ireland.

“I would encourage any local producers in the region to apply for the Kick Start programme. Whether you need help growing your business, or if you need support in breaking into the supermarket category, or simply want to boost your export potential, Lidl Northern Ireland’s Kick Start programme has it all.”

The Lidl Northern Ireland Kick Start programme is designed to help small and medium-sized local food and drink producers grow their brand, build their supply network and reach new customer audiences, upping their potential to open up new export opportunities.

As well as the limited edition in-store promotion, Kick Start also provides ambitious producers with free business development seminars delivered by a panel of Lidl and wider industry experts, covering key disciplines such as quality control, supply chain management, branding and distribution.

Since its launch in 2017, the programme has grown exponentially and is now delivered in partnership with the Northern Ireland Food & Drink Association (NIFDA), providing a significant boost to the programme and additional benefits and opportunities for selected suppliers.

More than 50 Northern Irish artisan products and dozens of local businesses have been led to success through the Kick Start Supplier Development Programme including Copeland Gin in Donaghadee, Refuge Hot Chocolate brewed in Belfast and Noisy Snacks from Newtownards to name just a few.

Chris Bell, Buying Director at Lidl Ireland & Northern Ireland, said: “At Lidl Northern Ireland we are committed to supporting local suppliers and one of the ways in which we do that is through our innovative Kick Start programme which champions the local agri-food sector.

“I’m thrilled to announce a new, permanent listing with Hellbent and to welcome them to our supplier network which has now grown to more than 50 local producers, reflecting the abundance of quality produce which is grown, harvested and crafted here in Northern Ireland.

“Hellbent were fantastic to work with last year as part of the Kick Start programme and the new deal announced today represents exactly what the Kick Start initiative is all about – growing small and medium-sized producers to realise their full potential. As we launch the 2022 programme, I’m excited to see what this year’s intake yields.

“Applications are now open for local producers to secure a place on this year’s scheme by visiting lidl-ni.co.uk/kickstart.”

The Lidl Kick Start Supplier Development Programme is just one of the many ways in which the retailer supports local suppliers.

Last year, Lidl Northern Ireland struck a deal worth £500,000 annually with County Antrim coffee roasters SlumberJack Coffee to supply their Italian Espresso whole bean and ground coffee across all stores within the island of Ireland. Other supplier deals signed in 2021 include an expanded contract worth £2.7 million with Irwin’s Bakery and a significant £24 million deal with Fermanagh-based bakery, Crust & Crumb, for an expanded pizza line.

Hellbent’s Chakalaka Boerewors are available in all Lidl stores across the island of Ireland from 6 April 2022, priced at £3.99.

For more information on the Kick Start Supplier Development Programme, visit lidl-ni.co.uk/kickstart.

The post Lidl Northern Ireland secures sizzling new £340,000 annual supply deal with Hellbent first appeared on Neighbourhood Retailer.