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SBD Global/November 12, 2012/Marketing and Sponsorship

Super League Rugby Club Bradford Bulls Sign New Sponsorship Deal With Provident

Super League rugby club Bradford Bulls announced a four-year £1.2M ($1.9M) sponsorship deal with money-lending firm Provident Financial Group, an agreement "believed to be one of the biggest the Super League has ever seen," according to Hannah Postles of the TELEGRAPH & ARGUS. The news was announced at a press conference at Odsal stadium where "a new shirt bearing the sponsor’s name was unveiled" (TELEGRAPH & ARGUS, 11/9). reported that the deal lasts 4 years and will see the Bulls' stadium at "Odsal renamed The Provident Stadium" (, 11/9). In Bradford, Ross Heppenstall wrote Bulls coach Francis Cummins believes the Bulls’ lucrative new sponsorship deal "sends out a message" about the club’s desire to re-establish themselves as a force in Super League. Cummins said that the agreement "underlined the strength of the Bulls brand and declared." He said, "It’s a massive deal for the club and it sends out a message." Cummins added: "You’ve probably got five or six real brands in rugby league -- Bradford, Leeds, St. Helens, Wigan and Warrington. This deal with Provident gives the club stability and shows how much people value the club, the brand and the city" (TELEGRAPH & ARGUS, 11/10).
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