Tetley to sponsor rugby league Challenge Cup

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

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.

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.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug