The English Super League rugby league competition has entered into a partnership with canned peas brand Batchelors Peas.
The company has been named an official partner of Super League for the upcoming 2016 season, which begins later this week. Financial terms of the agreement were not disclosed.
As part of the deal, Super League will be promoted on the packs of Batchelors’ products. The two parties will also organise competitions and in-store activities throughout the season.
In addition, Batchelors Peas will receive pitch-side advertising exposure at Super League games and will feature on interview backdrops. It will also have a presence in official Super League match day programmes.
Chris Wright, marketing director at Batchelors’ parent company Princes, said: “Becoming an official partner of First Utility Super League is a significant move for Batchelors Peas and signifies our relevance as a modern, family brand that supports healthy lifestyles. Super League is an excellent fit for us as there is substantial overlap between consumers of the two brands.”
The 2016 Super League season gets underway on Thursday when reigning champion Leeds Rhinos hosts Warrington Wolves.