English rugby league’s premier club competition, Super League, has revealed bookmaker Betfred as its new title sponsor.
The three-year deal will see the UK-based company have a significant presence at all Super League matches, while the new Betfred Super League name will feature across British TV and radio through broadcast partners Sky Sports, the BBC, BBC 5Live Radio and Talksport.
Betfred replaces First Utility as the league’s title sponsor. The financial terms of the deal were not released.
“Betfred is a well-recognised household name and I am delighted to welcome them to the sport as the new title sponsors of the Betfred Super League,” said Nigel Wood, Super League’s chief executive. “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.
“I have met with owner Fred Done, who is passionate about Rugby League and we look forward to working closely with him, everyone at Betfred and our member clubs to continue to increase the visibility of our sport over the next three years.”
The Super League originated in 1996 and has been won by Leeds Rhinos a record seven times. Last season’s reprisal was won by Wigan Warriors, who beat Warrington 12-6 in the play-off final at Old Trafford, Manchester.