Ladbrokes becomes title sponsor of Rugby League Challenge Cup

Ladbrokes has announced that it has reached an agreement with the English Rugby Leagues to become the title sponsor of the Challenge Cup competition. Under the agreement, the competition will be known as the Ladbrokes Challenge Cup.

Ladbrokes will work closely with RFL players and personalities in various sponsorship activation initiatives and will also launch the tournament’s inaugural Ladbrokes Player of the Round Award.

Ladbrokes will also introduce a responsible gambling initiative for RFL rugby clubs, players, supporters and staff, in an effort to curve potential problem gambling issues.

The deal is for three years and thought to be worth in excess of £1m a season. The RFL commercial director Chris Rawlings said: “I am delighted to announce a three-year partnership that will see the sport’s oldest and most prestigious competition become the Ladbrokes Challenge Cup”.

“The Rugby League Challenge Cup is rich in heritage and tradition and it is both significant and fitting that the first Ladbrokes Challenge Cup final will be played on Founders Day.”

Richard Glynn, Chief Executive of Ladbrokes, stated: “We’re thrilled to begin our sponsorship of the Ladbrokes Challenge Cup in a historic and momentous year for the sport. Rugby league is without doubt one of the world’s most exciting sports, brimming with energy and adrenaline both on and off the pitch.

“The fans are beyond passionate and that passion is infectious and spreading quickly across the globe. This exclusive deal will bring Ladbrokes unprecedented access to the action, which all of our customers have become accustomed to as part of The Ladbrokes Life.”