UK bookmaker Betfred has renewed its title sponsorship of the Super League rugby league competition.
The new deal will run until the end of the 2021 season. Specific financial terms of the multi-million-pound agreement were not disclosed but Super League said it marks the biggest commercial deal in the history of the competition.
Betfred’s title sponsorship of the Super League began at the start of the 2017 season. It replaced independent energy supplier First Utility in the role.
Betfred and Super League will continue to support the ‘Gamble Aware’ campaign, which is currently promoted at games. As part of the Betfred Super League Man of the Match initiative, over £25,000 (€28,000/$32,000) will continue to be donated to local charities.
Commenting on the new deal, Rhodri Jones, chief commercial officer for Super League, said: “It is a significant increase on previous sponsorships and reflects the growing popularity and value of the Super League brand.”
The deal follows recent title sponsorship deals between Betfred and golf’s British Masters, the World Snooker Championship and the World Matchplay darts tournament.