Rugby League Commercial and Betfred have signed a three-year contract extension, allowing the largest and most extensive commercial partnership in the sport’s history to celebrate its 10th anniversary in 2026.
Since launching its first partnership with the Rugby League as title sponsor of the Men’s Super League in 2017, Betfred has significantly increased its support to include both the men’s and women’s Challenge Cup competitions, as well as the Wheelchair Challenge Cup tournaments. This includes organizing the first women’s Final at Wembley Stadium earlier this year, as well as supporting the Women’s Super League and Wheelchair Super Leagues. In addition, Betfred also sponsors the England Men’s, Women’s and Wheelchair national teams.
The new partnership, with 25% increase on the previous record deal, includes a unique full-size surface for the Wheelchair Rugby League, a revolutionary development for the wheelchair game. The transformation will be used for the first time in Sunday’s Betfred Wheelchair Super League Grand Final in Manchester, as well as in England’s World Cup Final rematch against France at the first direct Arena in Leeds next month.
As part of the partnership, Betfred, RL Commercial and the Rugby Football League will continue to highlight the importance of safe gambling. RL Commercial is working closely with other sports, the Gambling Commission and the Government to propose a Sports Sponsorship Code. When renewing a partnership, the principles of the draft Code are taken into account, ensuring that all parties fulfill their obligations.
Rhodri Jones, Managing Director of RL Commercial, commented: “Rugby League’s partnership with Betfred has been hugely significant for the sport in the seven years since they first became title sponsors of the men’s Super League.
“As we look forward to Old Trafford and the seventh Betfred Super League Grand Final this weekend, we are thrilled that the relationship will continue to develop and thrive for at least another three years.
“As a company founded in Salford and still based in the north where they are significant employers, they have so much in common with Rugby League, which is a key reason why the partnership has proved so fruitful.
“Rugby League could have had no more loyal and valuable partners through the unique challenges presented by Covid-19 since 2020, and it is through those years that Betfred’s relationship with the sport has grown to include Women’s and Wheelchair Rugby League, our three Challenge Cups now with two Finals at Wembley, and our three England teams.
“There has been a feeling through the 2023 season of fully re-emerging from the long shadow of the pandemic with significant increases in attendances and viewing figures – but the increase in revenue from this deal will be vital in allowing us to deliver greater financial sustainability for our clubs, allowing them to maintain and increase the unique role they play in their communities.
“This deal is surely unique in including a bespoke pitch-covering which provides such exciting opportunities for Wheelchair Rugby League to continue its growth since last year’s World Cup triumph. It is another tangible example of Betfred’s support of all levels of Rugby League.”
Betfred boss Fred Done added: “Rugby League has undoubtedly proven to be one of our most enjoyable as well as successful sponsorships and the sport has, at all levels, made myself, my family and the entire Betfred team feel most welcome.
“The sport has been working tirelessly to become one of the most inclusive in the world and it is important that this includes the Men’s, Women’s and Wheelchair versions of the game so I am delighted to be able to provide the new pitch covering for Wheelchair Rugby League to help with this.
“I look forward to a weekend of fantastic finals and to at least another three years of Betfred involvement in the Rugby League.”
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