In any sport, success on the field is only possible because of the people behind the scenes.
At RugbyWA, this philosophy is front and centre through Team Behind the Team - a dedicated recognition campaign that highlights the irreplaceable contributions of volunteers, coaches, and match officials. More than a gesture of gratitude, this initiative is a strategic investment in the long-term sustainability of community rugby across Western Australia.
Building a Culture of Recognition
Grassroots rugby thrives on the commitment of everyday heroes; those who give up their weekends to coach junior teams, run the game as match officials, or manage the logistics that keep a club operational. The Team Behind the Team campaign acknowledges these individuals through nominations from the community, monthly selection and recognition, and end-of-season awards. By placing their efforts in the spotlight, RugbyWA is reinforcing a culture where contribution is not only recognised, but celebrated.
The initiative includes categories for:
- Volunteer of the Month
- Coach of the Month
- Match Official of the Month
Each winner is rewarded with a pin and certificate provided by RugbyWA and go in the running to receive a stay at the Rendezvous Hotel Perth Scarborough, in addition to featuring on the organisation’s communication channels, creating visibility for those who typically work behind the scenes.
Strengthening Club Retention and Engagement
For local clubs, retaining volunteers and coaches is an ongoing challenge. By embedding recognition into RugbyWA’s core operations, Team Behind the Team strengthens volunteer loyalty and encourages new participants to get involved. Clubs benefit from increased morale, while the broader rugby ecosystem becomes more resilient.
Since launching the Team Behind the Team campaign, RugbyWA has seen measurable impact across key participation areas, highlighting the campaign’s value not just to the community, but to stakeholders invested in the long-term health of the game. Match Officials have grown by 46.43% year-on-year, with an impressive 83.04% retention rate, while coaching numbers have increased by 7% with a 61.4% retention rate - demonstrating that recognition and reward are powerful tools for strengthening the rugby ecosystem.
A Platform for Community Connection
Through monthly social media highlights with over 50,000 views per month, nominations from peers, and public celebrations of winners, Team Behind the Team fosters connection between clubs and supporters across the state. It elevates the visibility of community rugby, encouraging supporters, families, and sponsors to see the value of the grassroots game.
Why it Matters for Business and Sport
RugbyWA’s approach is a blueprint for how sporting organisations can strengthen stakeholder engagement through recognition. In a competitive sporting and commercial environment, Team Behind the Team proves that meaningful recognition isn’t just feeling good - it’s smart business. It keeps clubs alive, recognises the community’s backbone, and ensures that rugby in WA is more than a game; it’s a community built on appreciation.
