Lands plum UK marketing opportunity

Ladbrokes has been named title sponsor of the UK Rugby Football League’s (RFL) Challenge Cup.

The three-year deal, believed to be worth GBP 1 million a season, will see the betting firm take over as title sponsor of the historic competition from Tetley’s Ale.

Through the sponsorship Ladbrokes will capitalise on the competition's fan base which is spearheaded through the sport's exclusive broadcast partners, the BBC and Sky Sports, who will both televise pre-match build-up, live games, highlights, and post-result analysis.

In total, it is estimated that Ladbrokes will benefit from over 1,000 hours of dedicated global TV cover including over 70 hours of UK coverage, the RFL said.

Ladbrokes will also enjoy headline branding at all Ladbrokes Challenge Cup ties, introduce a Responsible Gambling programme for Rugby League players, fans and staff and introduce the tournament's inaugural Ladbrokes Player of the Round Award.

Other marketing opportunities afforded under the sponsorship include promotional appearances by players and personalities who will promote the Ladbrokes Challenge Cup across their own media channels.

Ladbrokes chief executive officer, Richard Glynn said: “2015 already promises to be bigger and better, and this is a fantastic opportunity for Ladbrokes to engage with Rugby League stakeholders on both an elite and grassroots level to continue the rapid growth of the sport.”