It started with a beer in an eastern suburbs pub just after the Roosters had plunged to the wooden spoon, lacking a major sponsor. Brad Fittler was gone as coach and there was little light at the end of the tunnel.
Almost a decade on and it might continue with a dinner toasting another NRL premiership and pledge from the now major sponsor for a significant charity donation to go with it, on top of the millions of dollars the partnership has already raised.
There are few associations as enduring as that of the Roosters and Steggles, one of rugby league's longest corporate partnerships.
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Steggles did so largely on the proviso the pair establish a charity arm, the Steggles Roosters Charity Nest, which sees the poultry giant donate $1000 for every point the Roosters win by. The club kicks in $250 on top of that.
If the Roosters topple the Storm in Sunday's NRL grand final at ANZ Stadium, there is a high probability that the Roosters supremo, Nick Politis, and John Camilleri will be privately celebrating at a favourite restaurant and doing something special for the Steggles Roosters Charity Nest.
"Part of the deal with the Roosters was we said, 'an important part of our business philosophy is embracing charities and communities in our activities and sponsorships, so if we're both doing well then we can afford to do something for some very needy charities – in particular childrens' charities'," said Camilleri, who heads up the family's Baiada Group and flagship Steggles brand.
"The Roosters embraced this philosophy, which was pleasing and important to us. Many of the things we do in our business are charity based."
The Steggles logo will be splashed across the front of both Roosters jerseys worn by their grand finalist men's and women's sides, in front of millions of viewers on Australian television and across the world. But it's those less fortunate the Baiada family has front of mind.
John's personal hobby has taken him to the horse racing sphere, where he bred the world's best racehorse in Winx, which will be chasing a 28th straight win at Flemington next week. On top of that, he also bred former Golden Slipper winner and now emerging stallion Vancouver among many other high-class race horses.
It's come around the same time as the Roosters enjoyed four minor premierships in six years.
"The Steggles business has been around for 100 years and for a period there from the mid-90s to 2009, the brand was very tired to the point of being virtually dormant," Camilleri said.
"It was stale and the business hadn't been trading well for quite some time and one of the first things that typically gets cut is the marketing budget. We bought the Steggles business in 2009 and we certainly wanted to reignite and refresh the brand and embarked on a massive strategy across the entire business.
"In terms of the association with the Roosters, the beginnings were very simple and started off with a beer at the Centennial Hotel with David Gyngell and Grant Vandenberg that Grant organised.
"In 2009, the club was in a bit of an ordinary state. They finished with the wooden spoon and didn't have a sponsor and had a few off-field incidents that aren’t worth mentioning.
"But once you enter that front door [at the Roosters] and you're a part of it, it's very much a tight bond and family organisation. Many people from the outside looking in probably wouldn't realise or appreciate that and see the Roosters as the glamour club. Well they may be that but a heck of a lot more than that."
He says a lot goes back to Nick Politis.
"Very little moves within the club, whether it be of a minor or major nature, without Nick's imprimatur," Camilleri said. "When you've got such a clever, dedicated, passionate businessman steering the ship … the chance of it getting off the rails for any period of time are slim.
"You have your speed bumps in the road, which you would rather avoid, but they're dealt with and corrected very quickly at the Roosters. Make no mistake, Nick is a very special individual and is a significant factor in our bond with the Roosters.
"And you don’t have to look very far to appreciate the people he has at all levels within the club including an incredible man in Trent Robinson heading up the coaching team.
"Trent [Robinson] has done an amazing job at the Roosters. Apart from four minor premierships in six years and a grand final victory, he has established a culture at this club that many businesses wound envy.
"The respect amongst players, coaching staff and other support staff is clearly evident. This takes time, trust and commitment from a man who is clearly in touch with what is required. This is Trent."
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