The Canterbury Bulldogs rugby league club has extended its partnership with Jaycar Electronics, signing a three-year deal worth a seven-figure sum.

The company will remain the official jersey sponsor of the National Rugby League club, which has enjoyed a successful season in 2009. Jaycar signed up with the team earlier in the season, and at no point hid its desire to extend the deal - despite originally believing it would be outbid at the end of the season.

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"Our involvement with the Bulldogs has gone above and beyond anything we could have imagined," said Jaycar chief executive Gary Johnston. "So far they have over delivered on all our expectations. They had a pre-finals accumulated television audience of 16.4million, they are the most visited website in the NRL and they have the highest home crowd average of any Sydney based club.

"We're a business looking to broaden our brand awareness and these figures clearly show that the Bulldogs provide an ideal platform for us to do this. We initially partnered with the club because we were impressed with their strategic direction and the incredible change in perception of the Bulldogs brand in the broader marketplace. The outstanding form on the field has been a bonus."

Bulldogs chief executive Todd Greenberg added: "This deal is an important step towards securing the future of the Bulldogs and it's a great vote of confidence in the direction we're headed. That an organisation is prepared to commit to a long-term deal in the current climate is no small achievement and we look forward to continuing a successful partnership with Jaycar."