BRITISH BEER brand Tetley’s will title sponsor the world’s oldest Rugby League competition, the Challenge Cup, for the 2013 and 2014 seasons.
The competition will be named as "The Tetley’s Challenge Cup" and Tetley’s will also become the official beer of Super League for the next two seasons.
Tetley’s were title sponsors of Super League between 2000 and 2004 and the brand remains a major sponsor at Leeds Rhinos, where it’s been the official beer for the past 15 years. Tetley’s is also the official beer of most Super League clubs.
“The Tetley’s brand has a long association with the RFL [Rugby Football League],” said Carlsberg UK communications director Bruce Ray. “ These sponsorships will generate increased awareness of the Tetley’s brand and will also provide unique opportunities for consumers and customers to engage in the sponsorships through competitions and promotions.
“We will also be continuing our partnership with Help for Heroes and will be leveraging our Tetley’s Challenge Cup sponsorship to support the fundraising effort for the charity which is close to many people’s hearts.”
Despite the good news on the Challenge Cup, the new season is likely to kick off next week without a sponsor for either the Super League or the Championship.
The RFL’s commercial director James Mercer said that further commercial deals will be announced this month.
By Matthew Glendinning
Follow Matthew on Twitter: @mattglen