Kent Leicester visited the Emerging Reds Cup as an ardent fan before realising it was the nurturing rugby pathway he wanted to back through his KDL Property Group.
The Managing Director's zeal to see rugby youngsters get the best chance to enjoy and flourish in the game has now spawned a three-year sponsorship with the Queensland Rugby Union.
The QRU can proudly announce today that the naming rights will see the pathway tournament known as the KDL Property Group Emerging Reds Cup for the next three seasons.
More than 200 of the state's best emerging talents, at Under-16s and Under-14s, will converge on Ballymore Stadium on Monday, Tuesday and Thursday for the 2025 edition.
"I didn't know the ERC existed until I went to watch one day. I could see how valuable the framework was and all that was being done to identify young talent and nurture it," Leicester said.
"It's a bloody good system, the best in the country.
"Schools support, club support and tournaments like the ERC are invaluable to keep our talent in the game and on a pathway to the Reds."
Leicester speaks with conviction of his love for the game from the grassroots up.
His Gold Coast-based company designs and develops communities with high-quality projects.
KDL Property Group is involved in every stage - land acquisition, planning-design, development management and delivery of homes.
Leicester, 46, puts sponsorship behind The Southport School and Bond University Rugby Club as well.
As a former flanker for the University of Waikato Rugby Club, he knows the value of the game off the field as well.
His company has a people-first philosophy within its team just as the best rugby sides thrive with a team-first mentality.
"You want to see the game of rugby flourish. I want to do a little to help," Leicester said.
He sees encouragement at school-age as vital through his own sons, Braxon, 14, and Jett, 17, who play at TSS.
"It appeals to me too that the ERC is state-wide. It's important to look after areas outside of Brisbane because there is a lot of regional support for the Reds," Leicester said.
After 15 years on the Gold Coast, the style of play from the current team has made him a stronger supporter of the Reds.
"I do like the open, expansive style being played and the confidence of these teams coached by Les Kiss," Leicester said.
"They are building on the Brad Thorn teams. The camaraderie is obvious and the players look after each other from what I see."
QRU Chief Executive David Hanham said it was a major plus to have KDL Property Group supporting such a vital level of the game.
"Through Kent, there is a genuine interest in the health of the rugby pathways and the QRU is delighted to have KDL Property Group backing the Emerging Reds Cup for the next three years" Hanham said.
