Ladbrokes To Title Sponsor Four Nations

19 Sep 2016 | tshego

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Ladbrokes has signed a deal with the Rugby Football League (RFL) to become title sponsor of the 2016 Four Nations tournament.

The bookmaker will now lend its name to the tournament, which takes place every two years between the Australian Rugby League (ARL) Commission, RFL and New Zealand Rugby League (NZRL). England, New Zealand and Australia are also joined by a qualifier, with Scotland winning the place in the 2016 tournament.

Ladbrokes will replace Gillette, which had been part of the competition since 2009, with the bookmaker also putting its name to rugby league’s premier knock-out competition, the Challenge Cup, and is a partner of the First Utility Super League.

Ladbrokes will benefit from brand exposure as matches will be broadcast on BBC, Channel 9 Australia, Sky New Zealand and Premier Sports – last year’s International Series between England and New Zealand drew in a UK audience of over 4 million on the BBC.

Jon Dutton, director, Ladbrokes Four Nations tournament said: “Ladbrokes are a fantastic partner to work with and very professional in their approach to the game. Some of the best players in the world will be in the country for the Four Nations this autumn and having Ladbrokes on board will enhance this competition on and off the field.

“Being associated with international rugby league can strengthen their brand in the sports betting market.”

Kristof Fahy, chief marketing officer, Ladbrokes, added: “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.”