Ladbrokes Signs Three-Year Sponsorship of Rugby Challenge CupPublished January 9, 2015 by Mike P
Starting from 2015, Ladbrokes will sponsor the Rugby Football League’s Challenge Cup competition for the next three years.
An agreement has just been reached for Ladbrokes to sponsor the Rugby Football League’s Challenge Cup over the next three years of the competition. Kicking off on Saturday 31 January, the 2015 instalment of the Challenge Cup will be entered by 78 rugby league teams. The UK-based multichannel gambling operator will be replacing Tetley’s Brewery in the role of principal sponsor.
In terms of visibility, Ladbrokes will be hoping for a TV audience of at least 1.6 million UK viewers. That was the approximate level of viewers who watched last year’s final on BBC1. Alongside the BBC, Sky is another key broadcast partner of the Rugby Football League (RFL). Both provide extensive coverage to what is a growing fan base.
As it stands, Ladbrokes will receive hundreds of hours of global TV coverage. In its position as the principal sponsor, Ladbrokes will command headline branding during every stage of the competition. A more unique initiative, however, appears to be the decision to provide an award for the Ladbrokes Player of the Round.
Ladbrokes Supporting Rugby League
Supporting the decision, Ladbrokes CEO Richard Glynn is of the firm opinion that interest in rugby league is “spreading quickly across the globe.” As well as aiming to play a greater role in building the excitement of fans, Ladbrokes is also eager to lend its support to developing the sport, event at the glamorous grassroots level.
Christ Rawlings, a commercial director with the RFL, described the deal as an “exciting partnership”, explaining that Ladbrokes would be a great addition to the league’s exciting commercial portfolio.
Alongside all of the razzmatazz surrounding this marketing deal of Ladbrokes, it must also be noted that the sports betting operator will also be providing all rugby league fans, players, and staff members with a guide intended to educate them of responsible gambling.