Tailevu Rugby Football Union (TRFU) has secured its first-ever naming rights sponsorship after Fresh Choice Supermarket, a subsidiary of the P Meghji group, signed a $20,000 deal to back the union for the 2026 rugby season. Union officials described the agreement, finalised at a signing ceremony yesterday, as a landmark moment that will inject much‑needed commercial support into grassroots rugby in the province.
The sponsorship is set to bolster rugby across Tailevu, where TRFU oversees 36 registered clubs and more than 1,800 registered players. Officials say the union’s reach extends well beyond those figures: the wider Tailevu rugby community encompasses over 90,000 people across the province, including families, volunteers and supporters who have long carried the sport through unpaid labour and grassroots fundraising.
“This is not just a sponsorship; it is a commitment to the future of our communities,” said Romit Meghji, owner and director of the P Meghji group, at the ceremony. Meghji said Fresh Choice recognises rugby as “the heartbeat of provinces like Tailevu” and that the company intends the funds to support youth development, women’s rugby and broader grassroots initiatives across the union.
TRFU president Joseph Rodan senior hailed the partnership as a historic turning point. “For the first time we have a naming rights partner who believes in our vision and our people,” he said, adding that Fresh Choice’s backing would “transform what we are able to offer our players and clubs.” Rodan said the union had previously operated without commercial backing and relied almost entirely on volunteer efforts, club registration fees and community fundraising.
The $20,000 agreement follows a broader pattern of corporate investment in Fijian rugby at community level in recent years. Companies such as Pacific Energy have made similar commitments to competitions and youth divisions, underscoring a growing interest among businesses in supporting talent pathways and community sport. TRFU officials indicated they hope Fresh Choice’s involvement will help them attract further partners and deliver more structured programmes for player development.
Details on the precise allocation of funds were not disclosed at the signing, but both Meghji and Rodan emphasised priorities including grassroots coaching, equipment, and expanded opportunities for girls and women in the game. TRFU leaders said they will publish a plan outlining how the sponsorship will be spent in the coming weeks and are planning outreach to clubs to ensure the support reaches teams at community level.
The Fresh Choice deal marks a new chapter for Tailevu rugby, which officials say must now capitalise on commercial interest to professionalise administration, improve player welfare and sustain growth in participation. As the 2026 season approaches, club officials and players in Tailevu will be watching to see how the injection of corporate funding translates into on‑the‑ground improvements across the province.
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