The Hard Rock Cafe London Origin series kicks off this weekend when the cream of junior and youth Rugby League North and South of the river go head to head. Now in its third year, the sponsorship of the sport by London's iconic restaurant, famous for its rock memorabilia, goes from strength to strength.

The Origin series features 240 players in 12 teams from under-12s to under-18s playing 18 games over the next three weekends. Hard Rock Cafe have sponsored the series since 2010 which has gone from strength to strength and is a key element to the development of Rugby League in the region.

On the back of this initial sponsorship, Hard Rock have increased their involvement in Rugby League. In 2011, Hard Rock sponsored a new project in East London to support existing clubs and deliver a new club in Newham – Newham Dockers.

This project gained additional financial support from the RFL, Sport England and Mayor of London through his Participation Fund designed to provide legacy to 2012 London Olympics.

This year Hard Rock Cafe agreed additional funding to South London to maintain the excellent community work being done in Croydon and Lambeth.

Andrew Noone, general manager of Hard Rock Cafe, London, said: “We’re really pleased to continue our support for Rugby League in London.  The guys here are doing an excellent job in providing opportunities for young people from all walks of life and all abilities here in London, and we’re glad we can help them do so.”

Dan Steel, regional manager of the RFL in London, East and South East is in no doubt how important that sponsorship is to the sport. “It’s really exciting for everyone involved in the game here in London to have a partnership with such a great organisation and brand as Hard Rock Cafe," he said.

"Andrew and the guys at Hard Rock are fantastic and their support directly contributes to more young people playing Rugby League in London. Their support of our Origin programme has made a huge difference and the players get a real buzz out of pulling on a Hard Rock Cafe London Origin shirt."

The Origin programme kicks off this weekend with games being played on Saturday, September 15th at Hemel Stags, followed by matches at Roehampton Vale on Saturday, September 22nd and Medway Park on Saturday, September 29th.