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NRL’s Bulldogs complete kit sponsorship line-up with Wicked deal

Australian NRL rugby league club Canterbury-Bankstown Bulldogs has completed its kit sponsorship line-up for the 2017 season by partnering with dairy desserts producer Wicked Sister.

The Bulldogs’ three-year deal with Wicked Sister covers the 2017 to 2019 seasons. The company’s branding will feature on the front and back of the team’s playing shorts as part of the agreement.

Financial terms of the deal were not disclosed, although the Bulldogs confirmed the agreement makes next year’s playing kit the “most lucrative” in the club’s history.

As part of its agreement with the Bulldogs, Wicked Sister will unveil a special promotion for the team’s first game of the season, of which it will serve as the official match sponsor.

Bulldogs fans, members and ticket-holders will also benefit from discounts and promotional activities across Wicked Sister retail outlets in Australian and New Zealand.

“Building brand awareness has always been a forefront strategy for us and I believe we will be the first dessert brand to partner with a club as large as the Canterbury Bulldogs,” Wicked Sister managing director Paul Polly said. “As a family brand, partnering with a premier club like the Canterbury Bulldogs makes perfect sense.”

Last month, the Kia Motors Australia branch of Korean automotive company Kia signed on as the major sponsor of the Bulldogs in a three-year deal. Kia will serve as the team’s front-of-shirt sponsor.