The Strategy Created:

Coaching Legends is a new national initiative from Bunnings New Zealand that recognises and celebrates the volunteer coaches who turn up rain, hail or shine to keep grassroots sport alive. With volunteer numbers down 28% in grassroots clubs since 2018, fewer coaches in Aotearoa are carrying more of the load.

Born from Bunnings commitment to supporting community sport across Aotearoa. Coaching Legends is designed as a purpose‑led, long‑term platform. It moves beyond traditional sports sponsorship to focus on the people who make community sport possible. Volunteer coaches play a vital role in building participation, confidence and connection, yet their contribution often goes unrecognised. This programme exists to change that. Coaching Legends is being supported by Sports New Zealand and Kiwi sporting legends Shaun Johnson, Portia Woodman-Wickliffe, Brook Ruscoe, Francis de Vries and Amelia Kerr. This is a fully integrated campaign with support from Bastion across strategy, partnership management, creative, design, PR and social.

The Strength Achieved:

Through Coaching Legends, we get to celebrate and recognise the unsung heroes of grassroots sport. Through a nationwide nomination programme, Kiwis will be invited to put forward outstanding coaches from their community sports clubs. Selected Coaching Legends will be recognised through storytelling, community activity and meaningful rewards, including support for both the coach and their club. Bunnings hopes to encourage more Kiwis to put their hands up to volunteer as coaches, to help keep grassroots sport thriving.