Tetley to sponsor rugby league Challenge Cup

Tetley is the new title sponsor of the rugby league Challenge Cup, replacing Leeds Metropolitan University, and the Yorkshire brewer will use the sponsorship to "reinvigorate" the brand.

Tetleys sponsorship: Carlsberg's UK communications director Bruce Ray, former player Martin Offiah and Nigel Wood, chief executive of the RFL
Tetleys sponsorship: Carlsberg's UK communications director Bruce Ray, former player Martin Offiah and Nigel Wood, chief executive of the RFL

Leeds Metropolitan University has sponsored the tournament for the past six seasons.

Tetley was previously title sponsor of the league competition, the Super League, between 2000 and 2004.

It also has commercial partnerships with individual rugby league clubs, such as Leeds Rhinos and Wakefield Trinity Wildcats.

For the 2013 and 2014 seasons, the tournament will be known as The Tetley's Challenge Cup.

Carlsberg-owned Tetley is using the sponsorship to "reinvigorate" the brand, which is synonymous with its Yorkshire roots.

Tetley's sponsorship of rugby league has been a central plank of its marketing over the years. It also uses pitch-side hoardings as advertising channels.

The brewer will promote the sponsorship with on-pack promotions and other marketing initiatives, in a drive to broaden the appeal of the brand.

The Rugby Football League (RFL) is currently looking for a new Super League sponsor after it agreed to end its deal with the Stobart Group at the end of the 2012 season. Tetley has ruled out taking over this sponsorship.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses
Share

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published