Ladbrokes has become the title sponsor of the 2016 Rugby League Four Nations. Already a sponsor of the Challenge Cup and Super League, the deal will see Ladbrokes strengthen its presence in the UK and Australian markets, and extend its partnership with the sport into the international arena.
Ladbrokes will get premium brand exposure from the seven matches featuring England, New Zealand, Scotland and current world champions Australia. The tournament kicks off in Hull on Friday 28th October with Australia vs Scotland, and will conclude with a final at Anfield on Sunday 20th November.
Jon Dutton, Ladbrokes Four Nations Tournament Director, said: “Ladbrokes are a fantastic partner to work with and very professional in their approach to the game. Some of the best players in the world will be in the country for the Four Nations this autumn, and having Ladbrokes on board will enhance this competition on and off the field. Being associated with international Rugby League can strengthen their brand in the sports betting market.”
Kristof Fahy, Chief Marketing Officer of Ladbrokes, said: “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. 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. We plan to match the rugby skills on show with our own sporting passion, to help deliver a Ladbrokes Four Nations tournament which will excite fans in both hemispheres.”
Last year’s three-test international series between England and New Zealand drew in a UK audience of more than 4 million on the BBC, as England beat the Kiwis 2-1. The BBC will broadcast the 2016 Four Nations tournament along with Channel 9 Australia, Sky New Zealand and Premier Sports.