London Rugby League is to launch a project to target the East End of London after securing funding totalling £250,000 from a number of partners including Hard Rock Cafe and the London Mayor’s Participation Fund. The aim of the project is to get 12-25 year olds in East London active through Rugby League and four out of the target boroughs Hackney, Newham, Greenwich and Barking & Dagenham, will be hosting Olympic events.

Called The Hard Rock Cafe East London Rugby League Project, after the principle sponsor, it will be a key part of London RL’s strategy to grow grassroots participation in that part of the capital. Dan Steel, RFL Regional Manager for London and the South East, said: “I am absolutely clear that to create a lasting legacy from the London Games, we must do all we can to get people out of their living rooms and into physical activity. This is fantastic news for the development of Rugby League in London. Hard Rock Cafe have provided tremendous support for grassroots Rugby League in London, and today’s announcement from the Mayor of London is another boost for the sport in the capital. This funding will allow us to make huge strides in developing Rugby League in East London which will create an Olympic legacy for Rugby League and link perfectly into the Rugby League World Cup in 2013.”

Hard Rock Cafe, who are great supporters of Rugby League in London, initiated the project through extending their existing support of the sport at grassroots.The aim is to target existing clubs to build capacity and create new clubs where no playing opportunities currently exist. The project will also see the establishment of new “Street Rugby” clubs, which play a version of Rugby League modified for local neighbourhoods with no access to grass playing fields.

Sport England initially supported the project through Sportsmatch funding. Julie Edwards, Sport England’s Regional Lead for London said: “The opportunity to try a new sport for the first time is often all a person needs to catch the sporting bug.The Hard Rock Cafe East London Rugby League project is a great way for young people to try Rugby League and have a quality sporting experience that will encourage them to stay involved.”

Funding support has been confirmed by Mayor of London Participation Fund which will help the project deliver across all the targeted boroughs in East London into 2013. The Mayor of London, Boris Johnson, said: “This investment, which sees some hugely important match funding being pledged, is fantastic news for Londoners of all ages and abilities from across the city.

The project is being delivered in partnership with the Harlequins Rugby League Foundation, and is due to commence in September 2011. Several roles are being advertised now; please go to www.londonrl.com/careers for details of how to apply