Rugby League Commercial (RLC), the body that controls the media, marketing, and events rights for the Rugby Football League and its Super League competition, has announced the extension and expansion of its tie-up with sports betting firm Betfred.
Betfred has been the title sponsor of the men’s Super League, the top-tier competition of the sport, since 2017 and will continue to do so until 2026.
The expanded deal will also see Betfred take over as the sponsor of the men’s, women’s, and wheelchair Challenge Cup competitions, and the women's and wheelchair category Super League competitions.
Betfred will also become a shirt sponsor of the England men’s women’s and wheelchair rugby league national teams.
The deal, which has been lauded as the “most significant and wide-ranging” deal in the sport’s history, will represent a financial boost of 25% on the terms of the previous record deal.
It will also include provisions to provide a full-size pitch covering wheelchair rugby league, which will be inaugurated at the Wheelchair Rugby League grand final on October 15.
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Rhodri Jones, RLC managing director, said: “Rugby League’s partnership with Betfred has been hugely significant for the sport in the seven years since they first became title sponsors of the men’s Super League.”
"The increase in revenue from this deal will be vital in allowing us to deliver greater financial sustainability for our clubs, allowing them to maintain and increase the unique role they play in their communities.”
Jones was appointed as managing director of RLC in December 2022 and has headed the group since it became fully operational on January 1, 2023. He previously served as the chief commercial officer of the Super League since 2018.
RL Commercial was set up as a joint venture between the Rugby League governing body and the Super League itself in order to secure the commercial future of the sport.