UK retail and online betting firm Ladbrokes has announced that they've opted to extend their sponsorship of the Rugby Football League for the 2016 Four Nations Tournament.
Ladbrokes has sponsored the events in the past, and the sponsorship will give the company some exposure through the UK and Australian markets, and will also cover the Challenge Cup. Under the terms of the deal the company will be named the Title Sponsor of the events, and will get premium signage and marketing rights. No details on the cash consideration was announced, but the cost is thought to be higher given that there will be millions of viewers throughout the world.
The Ladbrokes Four Nations will start on October 28th, and will feature teams from England, Scotland, New Zealand, and Australia.
Commenting on the deal Ladbrokes Chief Marketing Officer Kristof Fahy said, "We enjoy a terrific relationship with Rugby League and it's a sport that welcomes the value that the Ladbrokes brand is able to offer. We're now extending the investment we've made in the sport in the UK to the international stage where we know we can have a real impact."