Singer empowers schools rugby

With only two weeks to go until the completion of the Singer schools rugby season, teams and fans alike are reaching a fever pitch.

For the 11th consecutive year, Singer and the Sri Lanka School Rugby Football Association (SLSRFA) have succeeded in organising a tournament that has helped nurture victorious teams, winning players, and championship habits. The blue-chip corporation’s support of this hallmark event is in keeping with its long-term goal of empowering Sri Lankan youth throughout the nation.

Up until Singer came onboard as a prime sponsor of schools rugby in 2004, the sport was perceived as being the exclusive province of elite urban schools. Indeed, at the time, schools rugby was played by only 24 institutions, mostly from Colombo and Kandy, as it was limited to those who could afford the equipment and training required to excel.

SLSRFA General Secretary Susantha Mendis noted that “most of the ‘A’ Division teams have the advantage of sourcing sponsors and other forms of support to secure high performance.” He pointed out that “the provisions of many schools around Sri Lanka belonging to the lower divisions are provided by the SLSRFA, with the help of Singer”.

Today, up to 100 schools, urban and rural, participate in the Singer Schools Rugby tournament. Many rural students and schools are now able to compete in the sport, thanks, in part, to the on-going sponsorship of Singer (Sri Lanka).  The schools rugby program breeds promising sportsmen, who may, one day, go on to compete at the national level.

More importantly, the retail giant believes that sports help build the discipline, respect, cooperation, and championship character needed by young leaders. By supporting Sri Lankan youth across the country, the company is investing in the future of the island.

Singer (Sri Lanka) enjoys a long history with the sport of rugby in Sri Lanka. From sponsoring the Trinity College and Royal College 1st XV to backing the Bradby Shield for 26 consecutive years, the company is continually demonstrating its commitment to the game.

In spearheading the development of Sri Lankan schools rugby, Singer has been actively involved not just in the organisation of high profile sporting events but also in building the infrastructure necessary for long-term rugby success. In addition to the financial support given to schools every year, the Company also invests in upgrading rugby grounds and pavilions, while providing facilities and equipment to the Schools Rugby League as well. Singer firmly believes that establishing the right building blocks is crucial to sustainable sporting success.

The company’s attitude in this regard isn’t limited to rugby; over the past two decades, Singer has invested over a billion rupees in a diverse array of sports in the school, mercantile, and national arenas. For example, it has sponsored school cricket league, schools hockey, and motor sports events, amongst many others, all with the long-term vision of raising sporting standards to international levels.

This philosophy is at the heart of the way Singer conducts its own business affairs. From implementing an unrivalled distribution grid that numbers over 410 retail outlets to setting up a service network that covers the entire island and includes 10 regional service centres and more than 100 service franchise agents, Singer does everything it can to ensure that its customers get world-class products and service. After all, no matter where in Sri Lanka, Singer believes that all Sri Lankans deserve the very best.