The Rugby Football League (RFL) has unveiled Tetley’s as the new title sponsor of the Challenge Cup.
The tournament, won last year by Warrington Wolves, had been sponsored by Leeds Metropolitan University for the previous six seasons. Tetley’s sponsored the Super League between 2000 and 2004.
Nigel Wood, chief executive of the Leeds-based RFL, said: “They are a dynamic national brand with a wonderful vision for rugby league and its activation around the partnership.
“The television coverage of the Tetley’s Challenge Cup on the BBC and Sky Sports will deliver a robust platform for both parties to continue to build on the popularity of this historic competition.”
Carlsberg UK communications director Bruce Ray added: “The Tetley’s brand has a long association with the RFL and we are delighted to announce these new sponsorships.
“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.”
