Ladbrokes Named by RFL as Official Sponsor of Prestigious Challenge Cup

The Rugby Football League (RFL) has announced that the Rugby League Challenge Cup for this year and up to 2017 will bear the title “Ladbrokes Challenge Cup.” Following the expiration this year of Tetley’s (Joshua Tetley & Son Ltd) two-season sponsorship contract, the RFL arrived at a decision to accept the three-year sponsorship deal offered by Ladbrokes, which many believe could aggregate to £3 million.

The Challenge Cup is regarded as the most popular and historic RFL competition, as the very first match was held as far back as 1896, which continued annually except during 1939-1940 World War I years. However, title sponsorship deals began only in 1980, with the State Express as the very first Challenge Cup backer and Ladbrokes the sixth. Actually, the RFL broke ground in selecting Ladbrokes as its newest choice of title sponsor, a bid that Betfair failed to secure three years ago for the RFL Super League.

The “Ladbrokes Challenge Cup” is set to take place on August 29, 2015 at the Wembley Stadium in London, after 120 years since it was conceptualised in 1895 at the George Hotel in Huddersfield. Seventy-eight clubs coming from the First Utility-Super League, the Kingston FC, the League One and from the Armed Services, English Schools Rugby League and Student Rugby League 2015 community games will converge to compete. After all, it is the only tournament involving teams from all levels in the world of rugby competitions, and therefore enjoying a large and continuously growing fan base.

Ladbrokes will be capitalising on the 70 hours UK coverage and 1,000 hours of global TV cover of live games, pre-game build-up, game highlights, and post-event analyses aired by BBC and Sky Sports as RFL’s broadcast partners. The Ladbrokes betting brand will be headlined in all events associated with the Ladbrokes Challenge Cup, including promotional appearances of league players and key personalities conducted through the clubs’ respective media channels. Part of the sponsorship agreement is the introduction of a Responsible Gambling programme for RFL players, staff, and fans, as well as the launch of the first “Ladbrokes Player of the Round Award.”

The CEO of Ladbrokes Richard Glynn expressed his excitement to start on their Ladbrokes Challenge Cup sponsorship — as the event is “a historic and momentous year for the sport.” He envisions that the infectious passion of rugby sports fans will spread quickly not only across the UK but throughout the globe as well. He added that the exclusive RFL sponsorship deal gives Ladbrokes an unparalleled access to the sports action that their customers are familiar with as part of the “Ladbrokes Life.”

CEO Glynn believes that in clinching the RFL sponsorship contract, year 2015 holds promises of becoming “bigger and better,” since the company has been handed the opportunity to connect with both the elite and grassroots level of Rugby League stakeholders and to support the continued and quick growth of the sport.

Chris Rawlings, the Commercial Director at RFL said during the announcement of the 3-year sponsorship deal that Ladbrokes is the newest major brand to acknowledge the benefits of linking their trade name with Rugby League. Mr. Rawlings himself acknowledged that their collaboration with Ladbrokes, one of the most recognised and revered international brands, well-patronised by more than 800,000 customers, will result to great benefits for both parties.