Sanitarium Weet-Bix has officially signed a sponsorship agreement with Tonga Rugby Union, supporting the men’s, women’s and sevens teams starting this month.

Sanitarium’s Senior Business Leader – International, Lindsey Abrahams, said: “Sanitarium and Weet-Bix are thrilled to be on board to empower, develop and fuel the current and next generations of male and female rugby athletes in Tonga.”

Abrahams added the partnership underscores their purpose of nourishing communities and supporting healthier futures across the Pacific. She emphasised that Weet-Bix embodies strength, family and pride, and expressed excitement about inspiring Tonga’s athletes from breakfast to game day.

In Nukuʻalofa, Tonga Rugby Union CEO Aisea Aholelei welcomed the iconic 97-year-old cereal brand as a major partner, noting Weet-Bix will bolster player nutrition and grassroots programmes across the islands.

He said: “With Weet-Bix by our side, we’re ensuring our teams are fuelled with trusted, wholesome food. … It’s a game-changer for rugby in Tonga.”

The sponsorship launched with prominent Weet-Bix branding at the Pacific Nations Cup against Samoa and will prominently feature at community events and grassroots activations throughout the season.