In 2016 Aldi became title sponsor of the Aldi Play Rugby programme. A programme committed to providing FREE coaching, equipment and education on non-contact rugby in primary schools nationwide facilitated during school hours. OUR GOAL – To make a demonstrable social change underpinned by Aldi’s commitment to provide high quality, healthy and affordable produce. To go beyond meaningful messaging into meaningful engagement. While other brands focus on the success at the elite level our goal is simple, get 100,000 kids living more active and healthier lifestyles by the end of 2018. All underpinned by signing former Irish Rugby Captain Paul O’Connell as an Aldi Brand Ambassador.