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Marketing and Sponsorship

Rugby Football League Names Bookmaker As Sponsor Of Challenge Cup

Rugby league "has broken new ground by unveiling a major sponsorship deal with a firm of bookmakers," according to the PA. Ladbrokes "has been announced as the successors to Tetley’s as sponsor of the Challenge Cup." The deal "is for three years and thought to be worth in excess" of £1M ($1.5M) a season. Having "weaned itself off a reliance on alcohol and tobacco sponsorship, the Rugby Football League took a principled stance three years ago in rejecting an offer from the gambling firm, Betfair, for the naming rights to Super League." But the current regime "has adopted a more pragmatic stance" (PA, 1/6). The YORKSHIRE EVENING POST reported the Ladbrokes Challenge Cup "will be contested by 78 clubs." The RFL claims that the new sponsors "will benefit from more than 1,000 hours of dedicated global TV coverage," including more than 70 hours of U.K. coverage. It is estimated that '13’s competition -- "the last year for which figures are available" -- reached more than 5.4 million people with a cumulative BBC live audience of more than 7.2 million. Ladbrokes "will have headline branding at all Challenge Cup ties, introduce a responsible gambling programme for rugby league players, fans and staff and also introduce a player of the round award." Ladbrokes "will also promote the competition across all their own media channels" (YORKSHIRE EVENING POST, 1/6).

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