UK based betting giant Ladbrokes has announced that it has struck a deal to become the title sponsor of the UK Rugby Football League's Challenge Cup.
The title sponsorship is believed to be a three year deal worth approximately £1 million per year. Ladbrokes is taking over the sponsorship from Tetley's Ale. It is thought that the company will benefit from more than 1,000 hours of global television coverage and 70 hours of UK coverage.
Additionally, Ladbrokes has announced that it will be introducing a responsible gambling platform, which will be targeted toward Rugby fans as well as have a Ladbrokes Player of the Round Award.
Commenting on the deal Ladbrokes CEO Richard Glynn said, “2015 already promises to be bigger and better, and this is a fantastic opportunity for Ladbrokes to engage with Rugby League stakeholders on both an elite and grassroots level to continue the rapid growth of the sport.”