Rugby League

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Australia's four biggest rights-holders – the AFL, NRL, Cricket Australia and Rugby Australia – will generate approximately A$188.5 (€111.5m/$122.9m) in central sponsorship revenue in 2020, across a total of 115 deals.

Official NRL spirits sponsor Bundaberg Rum leveraged its rights through the 2019 Finals Series with a responsible drinking campaign called ‘Stay in the Game’.

During the 2019 State of Origin series, Nestlé’s lozenge brand Soothers ran a campaign based on incentivising fans of both participating teams to submit their throat straining cheers of support.

UK bookmaker Coral will pay just over £500,000 ($646,000/€571,000) per season as the new title sponsor of the rugby league Challenge Cup.

PROJECT DETAILS Sponsorship title: Dacia #FlairPlay Awards Duration of sponsorship: June-July 2017 Entered by: Dacia Sponsor’s industry sector: Automotive Rig

UK bookmaker Betfred has renewed its title sponsorship of rugby league’s Championship and League 1 competitions.

English Super League rugby league club Hull Kingston Rovers has agreed a three-year stadium naming rights partnership with Hull College which will also incorporate a “bespoke” educational element.

UK bookmaker Betfred has been announced as the first title partner of rugby league’s Women’s Super League (WSL), adding to its sponsorship of the men’s competition. T

Danish sportswear company Hummel has expanded its presence in rugby league by agreeing a four-year deal to become the new kit partner of reigning Super League champion Wigan Warriors


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.

Sports nutrition brand Maxinutrition want to use the credibility of influential teams and ambassadors to promote their products and the benefits of using protein for physical activity

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.

THE RUGBY FOOTBALL LEAGUE’S latest second-tier sponsorship deals are making up for a £1.2m (€1.38m/$1.82m)

AUSTRALIAN RUGBY LEAGUE’S National Rugby League (the NRL) has increased its annual sponsorship revenue by around 30 per cent after renewing almost all of its existing commercial partnerships for 2013 t…

Sportingbet Australia made the most lucrative sports betting sponsorship deal in National Rugby League (NRL) history when it extended its relationship with the Brisbane Broncos for a record $1.8m over three years to 2013.