Although the two biggest rugby league sponsorship properties in England – title sponsor of the English Super League, the top-tier club league, and title sponsor of the Challenge Cup, the leading club cup competition – have ambitions towards £1m (€1.3m/$1.4m) annual valuations, all central English Super League sponsorship deals are worth six-figures in pounds sterling per year.
Romanian carmaker Dacia “flirted” with a deal in rugby union before signing a three-year agreement with English rugby league’s organising body, the Rugby Football League.
Equipment and sportswear supplier Rhino Rugby is using sports sponsorships to build brand awareness and consolidate its position as a market leader in the supply of rugby equipment.
Japan-based tyre manufacturer, Falken Tyre is using sports sponsorship in rugby to increase brand awareness and engagement with manufacturers in the UK.
India-based car manufacturer Tata Motors is using sports sponsorship to increase brand awareness and acceptance in Australia.
The Rugby Football League, the governing body for the sport in England, has signed two sponsorship deals for its flagship properties.
The sponsorship of the Brisbane Broncos was a key element of NRMA Insurance’s expansion into the Queensland market, initially as the shorts sponsor of the National Rugby League (NRL) team.
Australian private health insurer Nib Health Funds is using brand recognition from sports sponsorship to grow its customer base.
Business-to-business trading exchange Bartercard is using brand visibility from sponsorship to support its business goal of increasing penetration within the UK.
The Rugby League World Cup 2013, currently being hosted by England and Wales, will make £2m (€2.4m/$3.2m) to £3m in sponsorship revenue, according to Sports Sponsorship Insider research.
GoDaddy, the US-based web hosting company, is sponsoring the Rugby League World Cup as part of its focus on British and European expansion.
Australia and New Zealand not only share a geographical region, a common language and a similar history but also a sporting culture in which rugby and cricket are major sports and soccer is becoming increasingly popular. This analysis of the countries provides headline data and a deeper dive into Rugby League sponsorships.