Bay of Plenty Rugby Union chief executive Mike Rogers said it was essential for an organisation that had a significant profile to help create awareness of Pink Shirt Day.
"It was crucial for the union to be part of leading the movement to stop bullying and spread the message on how we make our community a better place," he said.
"It is great that we can partner with Kitchens R Us to generate awareness about the issues of bullying in our community and celebrate diversity.
"We believe rugby and sport generally can show our community why being inclusive is so important. Sport can provide a positive environment where people can be heard, stand together and support each other as a team.
"These are all important values in educating our community and in particular our young people," Rogers earlier said.
"Kitchens R Us has a close relationship with the rugby union, and we were only too happy to add our voice to the Pink Shirt Day cause," company project manager Tim Allan said.
"We can all relate to the Pink Shirt Day message as everyone knows someone who has been bullied or feels bullied and we need to speak up when we see it happening," he said.
"Wearing a Pink Shirt for the day helped to spark conversations about this serious issue which should never be swept under the carpet or condoned in any form," Allan said.
Pink Shirt Day aims to stop bullying and create kindness in schools, workplaces and communities by celebrating diversity and promoting positive social relationships.
