The Rugby Football League (RFL) has revealed Tetley’s as the new sponsor of the Challenge Cup.
The company has penned a two-year deal to sponsor the prestigious competition and succeeds previous title sponsor Carnegie.
It means the competition will be known as the Tetley’s Challenge Cup for the 2013 and 2014 competitions.
Tetley’s were title sponsors of Super League between 2000 and 2004 and RFL chief executive Nigel Wood is delighted to welcome the company back to rugby league.
“It is an exciting new era for the sport of Rugby League,” said Wood. “Tetley’s is 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.”
Tetley’s will also be involved in a number of new sponsorship initiatives alongside the RFL, including becoming the official beer of Super League for the next two seasons.
Carlsberg UK Communications director Bruce Ray said: “The Tetley’s brand has a long association with the RFL and we are delighted to announce these new sponsorships. They will provide us with a platform with which to connect with consumers and Rugby League fans driving greater engagement with the Tetley’s brand.
“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.”
The deal was unveiled at Wembley today with the help of Martin Offiah, whose try for Wigan against Leeds in the 1994 Challenge Cup final is regarded as the greatest in the competition’s history.
Offiah said: “Tetley’s new sponsorship of the Challenge Cup is great news for Rugby League.
“Every player dreams of lifting the Challenge Cup at Wembley and being part of the magical atmosphere of one of the nation’s greatest sporting occasions.
“I will always treasure the finals I played in among the greatest achievements in my career and I also know just how much it means to the all the fans, who create such a wonderful family atmosphere every year, to cheer their team on to victory at Wembley.”
RFL Commercial Director James Mercer said: “This is the latest of a number of new sponsorship deals we are announcing throughout January which I am sure all Rugby League supporters will welcome. We are excited about the sport developing a real family of partners.”