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Officials, coaches and players didn't do it but deep down inside someone must have wanted to jump in the air and yell 'Oh, what a feeling!' at the launch of the Toyota Cup on Wednesday.

Hailed as one of the most important strategic initiatives since the formation of the National Rugby League, the launch of the inaugural under-20's competition got a double shot in the arm by also winning lower grade rugby league significant media coverage.

Fox Sports will broadcast an average of two matches per week and Sky TV in New Zealand will televise Warriors' Toyota Cup home matches.

Toyota Cup Manager and former Parramatta icon Michael Buettner said the emphasis the competition places on education and work-place training is unique in Australian sport.


Israel Folau, the Dally M Rookie of the Year who is still eligible to play in the Toyota Cup, said the competition would provide players with an important stepping stone to the NRL.



"The boys here are really excited about playing in it and getting the chance to impress the coach and try to get into first grade," Folau said.

"This will become the elite youth competition of any code in Australasia," Parramatta CEO Denis Fitzgerald said.
"It will grow in stature and I think it will be such a success that other sports will look at something similar."

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