Bradford-based supermarket Morrison’s are to sponsor the new junior academy at Bradford & Bingley Rugby Club.

The academy will focus on the under-16 and under-17 squads and provide professional training for the coaching teams.

The Bees have a flourishing junior section, with 160 players under 17 regularly attending training sessions and representing the club in matches. As with many clubs, they rely heavily on parents to coach the younger players but at 16 the players need professional coaching to keep them engaged.

The club are launching the Morrison’s Junior Academy with the goal of preventing a fall-out of players at these age groups.

Bradford & Bingley Rugby Club’s chairman Peter Rae said: “We are delighted to gain a sponsor for a new junior academy at the club.

“This age group is particularly important in our drive to feed the first team with home-grown players.

“Our rugby strategy is about growing talent organically rather than by acquisition, so this investment is key to developing our younger players.

“I therefore couldn’t be more pleased that we have secured the support of such a prestigious company, whose roots are in Bradford where our club resides. “The club’s future is built upon strong family values, and this is why the investment of Morrison’s is a perfect fit for both brands.”

Pavan Riyat, broadcast and sponsorship manager from Morrison’s, added: “We are pleased to support a local junior academy within our community and enable young players to develop through the right coaching.”