Bunnings New Zealand has partnered with Bastion Aotearoa to launch a new purpose-led program which rallies behind volunteer coaches that keep grassroots sport alive.
The launch of ‘Coaching Legends’ marks an evolution of Bunnings’ approach to supporting community sport in New Zealand. The programme gives Bunnings an ownable platform that reinforces its commitment to grassroots communities.
The initiative was born from the insight that volunteer numbers in grassroots sport have dropped 28 per cent since 2018, meaning fewer people are carrying more of the load. Research commissioned by Bunnings also found volunteer coaches are dedicating upwards of 12 hours a week to the role.
Led by Bastion Aotearoa with support from Bastion Australia, the fully integrated platform brings together the agency’s Trans-Tasman strategy, creative, design, public relations and production expertise. Bastion developed Bunnings sponsorship strategy for New Zealand through to concepting and implementing this initiative. Working alongside PHD and Howler, ‘Coaching Legends’ rolls out across earned media, ambassador channels, AV, OOH, digital, social, radio, in-store and partner channels.
Supported by Sport New Zealand and Kiwi sporting legends Shaun Johnson, Portia Woodman-Wickliffe, Brook Ruscoe, Francis de Vries and Amelia Kerr, the nationwide programme invites Kiwis to nominate volunteer coaches from their local clubs. Selected ‘Coaching Legends’ will be recognised through storytelling, community activity and rewards that support the coach and their club.
“Coaching Legends gave Bastion the opportunity to create something with genuine purpose that celebrates the people who make grassroots sport possible while creating a platform that Bunnings can own for years to come,” said Bastion Aotearoa chief creative officer Oliver Green.
“Supporting grassroots sport is a natural extension of Bunnings’ commitment to the communities we serve. Together with Bastion, we wanted to go beyond traditional sponsorship and back the people who make local sport thrive. Coaching Legends shines a light on the volunteers at the heart of it all, recognising their impact both on and off the field,” said Bunnings New Zealand general manager Melissa Haines.
Coaching Legends is live across New Zealand.
