The Rugby Football League (RFL) has unveiled Tetley’s as the new title sponsor of the Challenge Cup, with the brand also to before official beer of Super League for the next two seasons.
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.”
It has also been revealed that new sponsorship initiatives will be created as part of the new deal.
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.”
Tetley’s were title sponsors of Super League between 2000 and 2004.