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Blackcaps LIVE on SN ExtraFarmlands becomes official rural partner of provincial rugby
Sport Nation •  July 22nd, 2026 10:00 am
Canterbury | Photo: Photosport
Farmlands has been named the Official National Rural Partner of New Zealand's 14 provincial rugby unions in a new partnership spanning the NPC and Farah Palmer Cup.
The deal will include national broadcast integration, match-day activations, a dedicated Rural Round and the launch of 'Rural Rugby Legends' – a recognition programme celebrating the volunteers, groundskeepers, committee members and other unsung heroes who keep provincial rugby running.
The partnership comes as the NPC celebrates its 50th season in 2026, with all 77 matches to be broadcast live across TVNZ and Sky Sport.
Farmlands chief executive Tanya Houghton said the partnership reflected the close ties between the co-operative and regional New Zealand.
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"Provincial rugby has always been about more than what happens on the field," Houghton said.
"Across regional New Zealand, it's where communities come together... When you look at who we are and who they are, it makes a lot of sense."
NZ Provincial Rugby Union Group spokesperson Jay Campbell said the partnership aligned two organisations with deep community connections.
"We're incredibly proud to partner with Farmlands," said Campbell.
"Rugby is always thrilled to partner with businesses that truly understand the diverse and unique communities that provincial rugby serves."
Farmlands said the partnership would extend beyond the playing season, with year-round support for provincial unions, clubs and rural communities.
For more, tune into The Rural Roundup on Sport Nation from midday Wednesday - available on all frequencies except Wellington, plus the app and sportnation.nz
