Super League, the elite rugby league club competition for professional teams from England and France, is to be sponsored by UK-based bookmaker Betfred for the next three years.
Super League chief executive Nigel Wood said: “Betfred is a household name and I am delighted to welcome them to the sport as the new title sponsors of the Betfred Super League.
“Building on increased financial investment from the previous title sponsor, Betfred is the latest major company to recognise the advantages of associating their brand with rugby league and shows the strength of our sport in the commercial market. I’m sure this new exciting partnership will bring great benefits to both parties.”
Betfred boss Fred Done added: “Next year will be Betfred’s 50th birthday and what better way to celebrate than by becoming title sponsor of the Betfred Super League.
“I am delighted to sign such a high-profile deal.”
Betfred will become the official Super League title partner from 2017 to 2019.
