Coal & Allied and Newcastle Knights Community Alliance
Coal & Allied took its sponsorship of national rugby league team, the Newcastle Knights, a step further in August 2007, creating a historic 'Community Alliance'.
The Community Alliance marked a new era in sporting sponsorships, cementing the two teams as local institutions dedicated to bringing sustainable outcomes to the Hunter region.
"This is not just a deal about sponsorship dollars," Coal & Allied general manager external relations Fiona Nicholls said.
"The Community Alliance has been designed to allow 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 alliance will allow the two Hunter teams to join forces and identify the genuine needs of communities, particularly those with Indigenous and disadvantaged populations.
Programmes will include events, educational and training opportunities, including indigenous student mentoring, junior football clinics, health and wellness programmes for staff and corporate growth opportunities for players beyond the life of their playing careers.
"This will provide opportunities to assist the personal and professional development of the players through leadership and corporate programmes on offer with Coal & Allied," Ms Nicholls said.
Newcastle Knights CEO Steve Burraston said the relationship between the Knights and Coal & Allied had outgrown the sponsorship concept.
"This relationship has strong community values," Mr Burraston said.
"It involves Coal & Allied employees, the wider community and the provision of a National Rugby League team the entire community can embrace.
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. In 2006, Coal & Allied exercised its right to further a 12 month sponsorship option. The Community Alliance will be in place for three years.
