Rugby League Cashes In Major Extension

Rugby League Commercial has announced a three-year extension to its partnership with Betfred.

The deal between rugby league and the UK bookmaker has been described as ‘the most significant and wide-ranging commercial partnership in the sport’s history.’

The fresh agreement, which runs up until 2026, will see the two organisations’ relationship stretch to ten years and has been described as representing a 25% increase on the previous record-breaking deal.

Since first partnering with rugby league as the title sponsor of the men’s Super League in 2017, Betfred has since widened its involvement in the sport with sponsorship of the men’s, women’s and wheelchair Challenge Cup competitions – including the first women’s Final at Wembley earlier this year – and the Women’s and Wheelchair Super Leagues.

Betfred also holds shirt sponsorship deals with England men’s, women’s and wheelchair national teams.

As well as retaining title sponsorship rights, the new partnership includes a new full-size pitch covering for wheelchair rugby league. This will be used for the first time in this Sunday’s Betfred Wheelchair Super League Grand Final in Manchester, and again for England’s World Cup Final rematch against France at the first direct Arena in Leeds next month.

Rhodri Jones, Managing Director of RL Commercial, said, “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 owner, 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’ Betfred involvement in rugby league.”