Tetley’s bitter, a drink long associated with Rugby League, has been announced as the sponsor of the Challenge Cup and will also become the official beer of Europe’s top division, the Super League, for the next two years.
The deal, which will bring a variety of commercial opportunities in the next two years, marries two major northern brands and continues the Rugby League’s commitment to maximising its revenue potential prior to the up and coming World Cup this year.
No stranger to Rugby League sponsorship, Tetley’s were sponsors of the Super League competition from 2000 to 2004, but recently lost out to Stobart who signed a deal that saw top Super League teams printed across Stobart trucks across the country.
Speaking about the RFL sponsorship, RFL chief executive Nigel Wood, said: “It is an exciting new era for the sport of Rugby League. Tetley’s is a dynamic national brand with a wonderful vision for Rugby League and its activation around the partnership.
“The television coverage of the Tetley’s Challenge Cup on the BBC and Sky Sports will deliver a robust platform for both parties to continue to build on the popularity of this historic competition.”
Carlsberg UK Communications Director, Bruce Ray, added: “The Tetley’s brand has a long association with the RFL and we are delighted to announce these new sponsorships. They will provide us with a platform with which to connect with consumers and Rugby League fans driving greater engagement with the Tetley’s brand.
“These sponsorships will generate increased awareness of the Tetley’s brand and will also provide unique opportunities for consumers and customers to engage in the sponsorships through competitions and promotions.
“We will also be continuing our partnership with Help for Heroes and will be leveraging our Tetley’s Challenge Cup sponsorship to support the fundraising effort for the charity which is close to many people’s hearts.”