The announcement comes as the NPC celebrates its 50th season in 2026, with all 77 matches broadcast live across TVNZ free-to-air and Sky Sport.
Across the season, Farmlands will bring the partnership to life through its stores, match-day presence and working with provincial unions on local activations across the country.
Farmlands chief executive Tanya Houghton said provincial rugby was a natural fit for the co-operative.
“Across regional New Zealand, it’s where communities come together, from family weekends spent playing and supporting the game, to volunteers putting in the hours on the field or at the barbecue, to clubs and supporters showing up for each other.
“Provincial rugby is part of rural community life year-round, and we want Farmlands to have an ongoing presence in those times too.”
From the rugby perspective, the New Zealand Provincial Union (NZPU) Group’s primary focus remains enabling more New Zealanders to play, watch, celebrate and belong to the game of rugby, no matter where they live.
Jay Campbell, chief executive of Hawke’s Bay Rugby and spokesman for the NZPU Group, said the partnership reflected the close ties between rugby and rural New Zealand.
“The threads that connect us to each other are many, and rugby is always thrilled to partner with businesses that truly understand the diverse and unique communities that provincial rugby serves.”
Further details on local activations, Rural Round, Rural Rugby Legend recipients and opportunities will be shared as the partnership rolls out through the NPC and Farah Palmer Cup seasons.
Listen to Jamie Mackay interview Jay Campbell on The Country below:
Using the idea that “Rural never rests, unless the game’s on”, Farmlands said it aimed to both celebrate and support the provincial rugby unions, clubs and legends that are the backbone of rural communities.
Rugby and rural New Zealand
Farmlands commissioned research through OMD showing rugby union is the most popular sport among New Zealand farmers, with about 60% interested in, participating in or attending the game.
Farmers were twice as likely as the average New Zealander to play sport themselves and were just as likely to be found on the sideline watching their children play, helping behind the scenes or maintaining grounds.
Farming women also recorded higher levels of interest than men in watching international rugby live on television.