UK bookmaker Betfred has been named as the new title sponsor of the English Super League rugby league club competition.
The three-year agreement runs from 2017 to 2019 and renames the competition as the Betfred Super League.
Betfred will benefit from in-stadium brand exposure during games, and will also be promoted via Super League’s television and radio partners.
Betfred replaces independent energy supplier First Utility as the Super League’s title sponsor. First Utility’s three-year deal expired following the conclusion of the 2016 season last week. First Utility’s contract, which took effect from the 2014 season, came after the Super League operated without a title sponsor in 2013.
“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,” Super League chief executive Nigel Wood said. “I’m sure this new exciting partnership will bring great benefits to both parties.”
The 2017 Super League season will coincide with Betfred’s 50th year of trading.