State Express, Silk Cut, Kellogg’s, Powergen, Carnegie, Tetley and now Ladbrokes. It’s the first time that a bookmaking company has secured a deal with the Rugby Football League. Three years ago, an offer by Betfair for the naming rights to Super League was rejected by the RFL.
As part of the deal, which is reported to be worth around £1m a year, Ladbrokes bookmaker can take advantage of headline branding at all Ladbrokes Challenge Cup matches, launch a Responsible Gambling for Rugby League players, fans and staff as well as introduce the tournament's inaugural Ladbrokes Player of the Round Award.
RFL Commercial Director Chris Rawlings stated: “I am delighted to announce a three-year partnership that will see the sport’s oldest and most prestigious competition become the Ladbrokes Challenge Cup.The Rugby League Challenge Cup is rich in heritage and tradition and it is both significant and fitting that the first Ladbrokes Challenge Cup final will be played on Founders Day.
Rugby Challenge Cup is a knockout competition involving Rugby Football League clubs. Leeds Rhinos won the trophy in 2014 for the first time since 1999 in a final game traditionally held at Wembley Stadium. Wigan Warriors are the most successful club in the history of the competition, having lifted the much-coveted trophy a record 19 times.