Steggles celebrates true legends of the game in Sydney Roosters campaign via TBWA’s Eleven PR


Steggles, key sponsor of the Sydney Roosters NRL and NRLW teams, has released its annual “True Legends of the Game” campaign, to celebrate the National Rugby League’s (NRL) Women in League, developed by TBWA’s Eleven PR and in-house content arm BOLT Content.


To honour the hard-working women of Australia, Steggles replaced its iconic logo on the Sydney Roosters NRL jerseys with the names of Sydney Roosters NRLW members.

The jerseys were debuted during the NRL Women in League round (18/08) with Steggles and the Roosters continuing to support communities throughout Australia through its ongoing Steggles Roosters Charity Nest which this week has achieved $3.6 million in donations raised since its inception in 2010.

The campaign features Sydney Roosters NRLW captain Simaima Taufa speaking about the sacrifices she has made within her family to make it to the elite sporting level she is at today.

Says Taufa: “It was hard to get my break in NRL. Like many women, juggling work, family, community commitments and exercise can be tough. I had to spend a lot of time away and sacrifice important family moments, which is one of the hardest things I’ve had to do.”

The film follows Taufa through a rigorous training session, before being surprised in her family home by Sydney Roosters NRL captain, Jake Friend, wearing Simaima’s name across the chest of his jersey.

Says Yash Gandhi, head of marketing, Steggles: “As a major sponsor of both the Roosters men’s and women’s team we saw this as a powerful act of recognition for the hard work and sacrifices that Taufa and the entire NRLW team have made.

“We think it is important to show our support of hard-working Australian women and we did that by replacing our logo with the names of Roosters NRLW players. It’s a small but powerful tribute to all hard working women.”

A recent survey by Steggles found that 89% believe the women in their lives deserve greater recognition for the work they do, with 86% admitting that more can be done to celebrate the women in their lives.

The Women in League program was established in 2007 and aims to include women and celebrate their growing role in the code. Over 450,000 females have a connection with the NRL. These women include family members of players, employees, volunteers, club members and administrative staff. Without them, the game would not be as we know it today.

This is the third year Steggles and the Sydney Roosters NRL have supported the Women in League program by replacing the Steggles logo with the names of important women. In 2017 and 2018, the Steggles logo was replaced with the name of the most influential woman in each player’s life.

Yash Gandhi – Head of Marketing
Shawn Stevens – Senior Brand Manager

Eleven – PR
Roberto Pace – Managing Director
Russ Tucker – Group Creative Director
Daniel Smith – Art Director
Nick McHugh – Copywriter
Amy Ashworth – Group Client Partner
Hayley Coope-Dempster – Business Director
Samantha Ledlin – Business Manager

BOLT Content
Annabel Jewers – Senior Broadcast and Content Producer
Lachlan French – Director

Digital – Hardhat
Gabi Raison – Account Director
Virginia Krantz – Producer
Heath Schmidt – Art Director
Rick Stephens – Copywriter

Media – Hyland
Nicholas Wright – Associate Communications Director
Dhara Oza – Senior Digital Communications Manager