Ladbrokes extends title sponsorship of Rugby League’s ‘Challenge Cup’

Updating the market, Ladbrokes has informed that it will continue to work with the Rugby Football League as title sponsor of its Challenge Cup, English Rugby League’s legacy knockout competition.

Ladbrokes marketing has signed a one-year extension, which will see the competition continue to be branded as the ‘Ladbrokes Challenge Cup’. The sponsorship extension is signed on the week of the Challenge Cup final which sees Hull FC take on the Wigan Warriors at Wembley Stadium.

Rugby Football League Chief Commercial Officer, Roger Draper, commented on the Ladbrokes partnership: “I am delighted that Ladbrokes have decided to extend their current partnership and that they recognise the value in being involved with such a prestigious and well-regarded competition.

“The Ladbrokes Challenge Cup is rich in heritage and tradition and is known across the world, so to have a brand as successful and recognisable as Ladbrokes commit to extending their support is great news for the sport. Ladbrokes has been a fantastic supporter of Rugby League and we are delighted that they are continuing their association with our great sport.”

Ladbrokes and the Rugby Football League had first entered partnership in 2015, with the bookmaker agreeing to a three-year title Challenge Cup title sponsorship.

The bookmaker details that it has capitalised on the competition’s vast and growing fan base which is led through the competition’s broadcast on BBC and Sky Sports channels which have seen a record number of live games broadcast this year.

Ladbrokes Coral Chief Executive, Jim Mullen, commented on the extension: “Our decision to sponsor the Challenge Cup was an easy one. We want our name to be associated with prestigious, passionate sporting events and this ticks those boxes, so it was a no brainer when it came to extending our association with the game. We play hard to win and that’s what the Ladbrokes Challenge Cup is all about.”

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