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SBD Global/January 24, 2013/Marketing and Sponsorship

Tetley Brewery Named New Sponsor Of Rugby League's Challenge Cup

British brewery Tetley "is the new title sponsor of the rugby league Challenge Cup, replacing Leeds Metropolitan University, and the Yorkshire brewer will use the sponsorship to 'reinvigorate' the brand," according to John Reynolds of MARKETING MAGAZINE. Tetley "was previously title sponsor of the league competition, the Super League," between '00-04. It also "has commercial partnerships with individual rugby league clubs, such as Leeds Rhinos and Wakefield Trinity Wildcats." Carlsberg-owned Tetley's sponsorship of rugby league "has been a central plank of its marketing over the years." It also uses "pitch-side hoardings as advertising channels." The brewer "will promote the sponsorship with on-pack promotions and other marketing initiatives, in a drive to broaden the appeal of the brand" (MARKETING MAGAZINE, 1/22).

STARTING FRESH: The PA reported Rugby Football League CEO Nigel Wood has admitted that the "new season is likely to kick off next week without a sponsor for either of its domestic leagues but he believes commercial revenue will reach a record high before the end of the year." The RFL unveiled a deal with Tetley for the Challenge Cup but "is yet to conclude agreements for both Super League and the Championship." Wood said, "There are lots of positive dialogue, but we are not going to do any quick deals. There are no no-go zones but, if the deals are not right, we won't accept them" (PA, 1/23).
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