The longest-serving sponsor in Australian rugby league, Sanyo Oceania, has extended its partnership with the Penrith Panthers.

Sanyo has sponsored the NRL side for a decade, and will back the club for another two years under the terms of the renewed deal. it is a profitable investment for the company, which estimates that it generated more than US$2 million worth of media coverage from its sponsorship in 2008.

"Our most recent community program was the ‘Pink Panthers’ which supported breast cancer research. Sanyo is also heavily involved in our ongoing community development foundation Panthers on the Prowl,” said Penrith Panthers marketing manager, Shannon Donato.

Donato added that the deal is now predominantly cash-based, unlike in past year's when Sanyo provided large amounts of electronic equipment for the club and its partners.