Alliance Group has joined forces with the Southland Stags rugby side in a partnership that connects two proud southern organisations with deep roots in the region.

Under the partnership, the Alliance farm-gate brand will feature on the Stags’ players’ team kit and shorts as well as on replica jerseys available for fans to purchase.

“Like Alliance, the Southland Stags has a long history and deep roots in the Southland community,” says Niall Browne, Chief Executive of Alliance Group.

“Southland is the spiritual home of Alliance Group. Many of our suppliers are based in the region, we are the province’s largest employer, and our people are passionate Stags supporters. Our values such as courage and team are also embedded in the Southland Stags culture.

“As a business, we are passionate about providing our global customers with the highest quality red meat, and we are also passionate about great rugby.”

Dawn Meats, which owns 65 per cent of Alliance, sponsors its local team Waterpark Rugby Football Club in Waterford, Ireland.

“We will be equally proud to see the Southland Stags players running out sporting the Alliance logo.

“I’m really looking forward to cheering the team on from the stands and I know there will be a lot of members of the Alliance family doing the same. Let’s hope we see the Ranfurly Shield back in Southland hands.”

Rugby Southland CEO Hua Tamariki says the partnership is a natural fit.

“Alliance Group is an iconic Southland business with strong rural roots and a deep connection to our community, just like the Southland Stags.

“Many of our players, members, volunteers, and supporters come from farming backgrounds or have close ties to the red meat sector, so this partnership reflects our people and the industries that underpin our region.

“We’re proud to have the Alliance brand alongside us on the Stags playing kit and replica jerseys. Their commitment to quality, teamwork, and the Southland community aligns strongly with the values that our organisation has for our Stags team.

“We’re looking forward to building a partnership that not only supports the pathway and performance part of the Southland rugby eco-system, but one that also celebrates the strong connection between our hardworking rural communities and the Stags jersey.”

Article added: Monday 23 February 2026