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Rugby for Good: Reinvigorating the HKRUCF Brand on our 10 Year Anniversary

Hong Kong Rugby Union Community Foundation was founded in 2013 as a standalone charity entity that would work alongside the Hong Kong Rugby Union (HKRU) to deliver sport-for-development initiatives tackling social issues.

With the generous support of our partners and donors, the organisation has grown over the past decade to become one of Hong Kong’s leading non-profits.

“As part of the Foundation’s ongoing evolution, it’s exciting to witness its new refreshed brand identity,” says Robbie McRobbie, Chief Executive Officer, Hong Kong Rugby Union. “Rugby for Good is both a reaffirmation of those original founding values and a commitment to a clear vision of the mission and purpose over the coming years.”

The refreshed brand was launched today with a new website and across social media channels. The revamped visual identity aims to more clearly articulate the organisation’s evolution since its founding and communicates its goals for the future with confidence.

“HKRUCF is now Rugby for Good,” says Rocky Chow, Chief Community Officer, Rugby for Good. “The new logo depicts two rugby balls forming a heart as they meet, perfectly representing the mission to empower and transform lives through sport. Our Chinese name captures this inclusivity, while subtly referring to rugby, and symbolising the deep bonds of friendship that links the members of our community.

The team developed a new, forward-looking tagline, “A Driving Force for Good / Raising our Game for a Better World”. This reflects the organisation’s commitment to use sports as a catalyst to drive positive change in the community.

“Today’s launch has been months in the making,” says Ben Harris, Chairman, Rugby for Good. “The team worked closely and collaboratively to revamp the foundation’s brand identity and brand DNA, telling our story in an impactful, authentic way, with the goal to help us in our mission to do more good in the community in the years to come.”

In the ten years since its founding, Rugby for Good has grown to provide its programmes to over 163 schools across Hong Kong, with 16 active projects and thousands of beneficiaries. Its play-based learning programs centre around two primary areas of focus: Wellbeing & Social Inclusion. The organisation supports a variety of initiatives to empower young people, women and the wider community, helping them achieve their potential through the power of sport and education.

Rugby for Good 2023 Calendar

The Rugby for Good 2023 Calendar is packed with a series of exhilarating events, embracing our local community, children, youth and parents. On the agenda for March: tag rugby matches for students with Special Educational Needs, a rugby-themed carnival and coaching for children and youth with hearing disabilities, a sports-based language program for students from ethnic minority backgrounds, and much more. Reach out to for additional information on upcoming events.


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