Super League lands record extension with title sponsor Betfred

23 May 2019

By: Sport Industry Group

Bookmaker Betfred has extended its title sponsorship of the Super League, with the rugby league competition hailing the new agreement as the biggest commercial deal in its history.

Financial terms of the new agreement were not disclosed but Super League confirmed that Betfred would be making a multi-million pound investment. Under the new agreement, the current three-year partnership will be extended until the end of the 2021 season.

Betfred’s title sponsorship of the Super League began at the start of the 2017 season, replacing First Utility as the competition’s title sponsor.

Super League and Betfred will continue to support the ‘Gamble Responsible’ campaign, which is promoted at games. The partnership will also continue to donate over £25,000 to local charities as part of the league’s Man of the Match initiative, through which the recipient donates to a charity of their choice.

Rhodri Jones, Chief Commercial Officer for Super League, said: “This is a historic and ground-breaking deal for the sport and shows a huge commitment from Fred (Done, owner of Betfred), his senior management team, and all his staff who are so passionate about Super League. It is a significant increase on previous sponsorships and reflects the growing popularity and value of the Super League brand.”

The news comes after Super League set an attendance record on Saturday as 31,555 fans turned out for Catalans Dragons’ 33-16 victory over Wigan Warriors at Barcelona’s Camp Nou stadium.

Betfred also title sponsors the British Masters Golf, World Snooker Championship and the World Matchplay darts event.