This is a great thing to see for the Newcastle Community, the club, the company involved and for the whole of the Hunter..

It is so great to see a local company like Coal and Allied signing on with the local club in the Newcastle Knights for a further extension and also helping out the community in the process..

Good luck to all involved and lets hope it's the start of a new era in Rugby League, as the community could benefit a lot from what Rugby League clubs and their sponsors can offer...

From:http://www.newcastleknights.com.au/a...=1220&zoneid=1

Hunter Region Scores Winning Alliance
Thursday, 2 August 2007 - Newcastle Knights

Coal & Allied and the Newcastle Knights have signed an historic partnership agreement that is set to score a winning try for Newcastle and the Hunter Valley region.

The two local icons have teamed up to form an Australian-first ?Community Alliance? ? a unique partnership which sets a new benchmark in sporting sponsorships.

Today, Coal & Allied Managing Director Douglas Ritchie joined Newcastle Knights Senior Executive Officer Steve Burraston, Coach Brian Smith, Captain Danny Buderus and players to announce the new deal, which will replace the previous sponsorship in the National Rugby League Competition for the next three years.

?This is an historic partnership, which further cements Coal & Allied and the Newcastle Knights as local community institutions who are here for the long term,? Mr Ritchie said.

?This is not just a deal about sponsorship dollars. This is a Community Alliance which will provide ways for the Newcastle Knights and Coal & Allied to give back to the region ? not just to football supporters, but to the community of workers, families, farmers, miners and all who are part of the rich fabric that is the Hunter Valley.?

The Community Alliance will facilitate a calendar of programs, events, educational and training opportunities.

These include supporting educational programs in schools, indigenous student mentoring, community events, junior football clinics, health and wellness programs for staff, applying learnings from the different cultures and approaches of the alliance partners, and corporate growth opportunities for players for life beyond their playing careers.

?This will provide opportunities to assist the personal and professional development of the players through leadership and corporate programs on offer with Coal & Allied,? Mr Ritchie said.

Mr Ritchie said the Community Alliance made ?perfect sense? and highlighted the long term commitment to the region by both organisations.

?Coal mining and rugby league are natural community partners. The game originated in the northern coal mining towns of England and is now played around the world. It is a perfect alignment to have this Community Alliance in the Hunter Valley,? Mr Ritchie said.

?Both the Newcastle Knights and Coal & Allied are key institutions in their own right, but this Community Alliance will enable them to bring many benefits to the entire community.?

Newcastle Knights, CEO, Steve Burraston said the relationship has outgrown the sponsorship concept.

?This relationship has strong community values,? he said.

?It involves Coal & Allied employees, the wider community and the provision of a National Rugby League team the entire community can embrace,? he said.

?Coal & Allied is clearly putting its own interests aside to give something back to the region.

?Lets face it, whether the Knights win, lose or draw, Coal & Allied won?t sell a single ounce of coal as a result but combined we make a real difference.

?Nothing we do together replicates a sponsorship agreement so it was important we recognised how we can engage the community and make it part of our relationship.

Coal & Allied and the Newcastle Knights first teamed up in 2005. At the time, Newcastle was without a major sponsor and victims of an injury crisis. The team responded with 13 straight wins.

In 2006, Coal & Allied exercised its right to a further 12 month option, backing the Knights to a top four result.

The agreement signed at today?s announcement extends the relationship to the end of the 2011 season.

Speaking at today?s event, Knights Captain, Danny Buderus said the players have embraced Coal & Allied, wearing the name with pride.

?We owe a great deal of our existence as a football club to Coal & Allied,? Danny said.

?Most of the current players were here in 2005 when Coal & Allied came to the rescue. We?ll never forget what they?ve done for us and our supporters.

?We applaud the Community Alliance. Coal & Allied is setting a new benchmark for sport sponsorship and we?re proud to be involved.?

The two organisations will also use the Alliance to continue supporting their joint charity partner, the Westpac Rescue Helicopter Service, recognising the role the vital service plays in the region.

The partnership will be celebrated tomorrow night with Coal & Allied?s Hunter Valley employees attending the Knights / Dragons Round 21 clash at EnergyAustralia Stadium. A weekend of celebrations will continue on Saturday night at the 20 year dinner where the Team of the Era will be announced.