News article – Style E 3149

The IRFU and Coca-Cola has announced an exciting new initiative that will involve over 50,000 children. The new Coca-ColaTag Rugby campaign will target over 300 schools throughout Ireland and is aimed at revitalising the
way that rugby is introduced into schools throughout Ireland, many of who do not currently have the resources to take part in rugby.

Tag Rugby eliminates body contact, which makes it suitable for boys and girls of all ages to play together and get fit at the same time. It especially appeals to those people who have never played rugby before, as it
is a non-contact free flowing game which compliments a range of other sports with extra emphasis on skill and teamwork.

Recent research has indicated that there is a growing epidemic of childhood obesity. This crisis is leading to serious adult health problems being seen in the young.

Through Coca-Cola’s partnership, the IRFU are able to provide coaching and equipment to the schools, giving children the chance to experience the fun and excitement of physical activity and local competition. The schools will also receive tag sets, rugby balls, Coca-Cola kit bags and brochures.

The format of the competition includes qualifying blitzes being held in each province where teams compete to enable them to participate in an extravaganza to be held in April. The prize for winning each blitz will be
a state of the art computer package for the winning school consisting of a personal computer, printer and scanner with individual prizes for the children.

Commenting on the Initiative, Mo Durkan, Public Affairs and
Communications Manager for Coca-Cola Bottlers Ireland said,

Coca-Cola are delighted to be working with the IRFU for this new Tag Rugby initiative. The growth of rugby in Ireland is dependent on young players taking up the game and this initiative allows them to do this, while also concentrating on the fun and fitness aspect that is important at this stage in their development. We look forward to the working with the IRFU and hope that it may in some way
help in finding the next Brian O’Driscoll or Keith Wood.