Already synonymous with Sri Lankan sports in general and school rugby in particular, Singer officially launched the start of the Singer Schools Rugby League 2011 on 1 April to rousing cheers. The association with school rugby in Sri Lanka, which dates back to 1999, has continued to strengthen over the intervening years, mirroring the explosive rise in the popularity of the sport here.
The latest edition of the under 20 school rugby tournament, featuring the thrilling skills and talents of the 1st XV players from 90 schools, will showcase nearly 350 matches in Divisions, I, II, III and IV in collaboration with the Sri Lanka School Rugby Football Association (SLSRFA). The official launch of the Singer Schools Rugby League 2011 featured remarks from Singer CEO Asoka Pieris, as well as SLSRFA President Ranjith Chandrasekera, who traced the development of school rugby through the years and lauded Singer’s involvement with the game.
Given its rich history of supporting Sri Lankan rugby, it’s no surprise that Singer is seen as the sport’s primary benefactor in the country. Indeed, whether it’s sponsoring the Bradby Shield for the 20th year, backing the island champion Kandy Sports Club rugby squad, or supporting the International Rugby Sevens for the past 11 years, Singer has, time and time again, demonstrated its unwavering commitment to the sport.
Singer’s passion for school rugby starts with its Chairman, Hemaka Amarasuriya who was a member of the Royal rugby team in 1963, and reverberates throughout the organisation. With its deep roots in the history of the game, the company has focused on sustainable long-term development. For example, Singer does more than just organise high-profile events, it is also heavily involved in building the infrastructure needed for future rugby success. From sponsoring the Sri Lanka Rugby Referees Association for the last 15 years to erecting scoreboards at the Bogambara and Nittawela rugby grounds and constructing rugby pavilions at the Royal Sports Complex and the Pallekelle rugby ground, Singer is clearly committed to laying the groundwork for Sri Lankan rugby to thrive.
The company’s involvement with Sri Lankan sports goes beyond rugby. Indeed, over the last 20 years, Singer has invested more than a billion rupees in all types of sports at all levels, from school to mercantile to the national arena. It is the main sponsor of the National School Hockey tournament and the Fox Hill Super Cross, amongst many other sports, and is dedicated to elevating national sporting standards to international levels. In doing so, the company aims to help as many Sri Lankans as possible learn from the valuable life lessons that sport has to offer.
This desire to achieve the highest standard possible, while serving as an example to others, is evident in Singer’s own approach to business. It has built the country’s most extensive retail network, with over 370 outlets dotting the island, and has set up an unrivalled service network that covers the entire country, with seven regional service centres and more than 100 service franchise agents.
The company’s focus on getting its infrastructure right has clearly paid off, with the corporate giant recently snagging its sixth successive SLIM Nielsen People’s Brand of the Year award. Whether it’s supporting the development of Sri Lankan sports or delighting consumers, Singer has proven that, in order to become a champion, strong fundamentals must be in place, a valuable lesson to all participants of the Singer Schools Rugby League 2011.