Betfred has agreed a deal to become the new title sponsor of the English Super League rugby league club competition.
The agreement will run for three seasons, from 2017 to 2019, with the league to be renamed Betfred Super League.
The bookmaker will receive branding exposure inside stadiums during matches, as well as benefit from promotion via the league’s various television and radio partners.
Independent energy supplier First Utility had served as title sponsor since 2014, with Betfred taking on the role in its 50th year of business.
“Building on increased financial investment from the previous title sponsor, Betfred is the latest major company to recognise the advantages of associating their brand with rugby league and shows the strength of our sport in the commercial market,” Super League chief executive Nigel Wood said.
“I’m sure this new exciting partnership will bring great benefits to both parties.”
Betfred boss Fred Done added: “I am delighted to sign such a high-profile deal and, having met with Nigel and his team, I truly believe that we are a perfect fit for Super League, where we will hope to match the real passion displayed by the fans, players, media partners and everyone involved throughout rugby league.”
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