Ladbrokes Extend Rugby League Association
By Brian Cullingworth, Last updated Sep 23, 2016
Named official title sponsor of Four Nations tournament
Ladbrokes has extended an existing partnership with the Rugby Football League (RFL) to become the official title sponsor of the 2016 Four Nations Tournament.
The deal is expected to strengthen Ladbrokes' presence in the UK and Australian markets, and expands on the company's existing title sponsorship of the Challenge Cup and as First Utility Super League partner for 2016.
Ladbrokes will enjoy premium brand exposure on the BBC, Channel 9 Australia, Sky New Zealand and Premier Sports to an audience expected to exceed 4 million on BBC alone.
"We enjoy a terrific relationship with Rugby League and it's a sport that welcomes the value that the Ladbrokes brand is able to offer," said Kristof Fahy, chief marketing officer of Ladbrokes. "We're now extending the investment we've made in the sport in the UK to the international stage where we know we can have a real impact."
The Ladbrokes Four Nations, which kicks off on Friday, , features England, Australia, New Zealand and Scotland. The final will take place at Anfield, Liverpool on Sunday .
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