More than seven million Japanese people have been exposed to the Bay of Plenty Rugby Union and its "Game on English" programme after a feature in one of Japan's largest newspapers.
The Asahi Shinbun, which has a circulation of 7.96 million for its morning edition and 3.1 million for its evening edition, interviewed Bay of Plenty Rugby chief executive Mike Rogers about the programme, which matches English language providers with sports academies to deliver centrally-organised, bespoke courses for young athletes.
Last August the rugby union hosted 11 Japanese high school students and a coach, who had been selected from across Japan by the Japanese Rugby Union.
Rogers was thrilled with the exposure the article had brought the union as it continued to foster ties with Japan.
"We are now in our second year of partnership with the Japanese Sports Agency and the Japan Rugby Football Union, and will host female high school players for three weeks in August," Rogers said.