The five –year sponsorship deal between Fiji Airways and the Fiji Rugby Union (FRU) is groundbreaking.

It takes this sort of sponsorship to a new altitude as the national airline flies higher in its expansion as an international carrier.

The Fiji Airways Drua was enjoying this partnership.

Now the Fiji Airways Flying Fijians, the Fiji Airways Sevens (men, women) and Fiji Airways Fijiana have joined the partnership along with our referees

Fiji Airways now becomes the major naming and branding rights sponsor of all Fijian senior national rugby teams. Men and women.

This is an investment that will benefit both the airline and the FRU.

When any of our rugby players puts on a sensational performance on the field, Fiji Airways will also be flying high through the exposure.

Fiji Airways is a prominent national icon. So is the FRU.

Their coming together is the best thing that has happened in the development of rugby sponsorship

Our 7s gold medal triumph in Rio last year, despite our limited resources, shows we have a great asset in rugby.

We may be a small developing nation but we have a lot to offer to the rugby playing nations.

Fiji Airways will provide the means to develop this unique potential.

It is commonly known in the rugby world that Fijians possess extraordinary talents. They have the natural flair and the ability to play the kind of rugby that fans go to watch.

Their athleticism and instincts make them popular wherever they play.

They are known also to be good ambassadors wherever they travel and play.

They love to sing and entertain the crowd.

On the field they can be pure magic with the ball in hand and space to move.

Rugby is the biggest sport in the country.

It attracts people from different ethnicities, cultures and socio-economic backgrounds.

It has a powerful force to unite people like it showed when the whole country came together to celebrate our first Olympic gold.

Our popularity as a rugby nation makes up for our size.

We continue to punch above our weight very much like Fiji Airways.

One of the challenges for the FRU is to market its success internationally and secure much needed income that it can invest in the development of local rugby from the grassroot.

It will benefit from the global reach of Fiji Airways in terms of marketing its products.

In the history of the FRU, this is a significant milestone because the deal lifts the rugby profile to new heights.

The sublime performance of the Fiji Airways Drua last week against the Greater Sydney Rams demonstrated our capability to compete at a higher level.

The deal symbolises a new chapter in the growth of the sport.

In the era of professional sport, funding is critical in maintaining our commitment to look after our players’ welfare.

When the players are happy they will stay in the code, otherwise they can switch to rugby league or other sports.

We take this opportunity to congratulate the FRU and Fiji Airways for their vision and commitment to build our capacity in rugby.

Feedback:  nemani.delaibatiki@fijisun.com.fj