Super League agrees its most lucrative sponsorship deal ever

Super League has extended its tie-up with betting company Betfred for a further two seasons after agreeing its most lucrative ever sponsorship deal.

Telegraph Sport understands the new two-year deal is worth close to double Super League’s annual income from its existing three-year contract with Betfred.

The multimillion-pound agreement with the bookmaker, which is owned by rugby league fan Fred Done, started in 2017 and will now run until the end of the 2021 Super League campaign.

The deal comes after Catalans Dragons broke the record for the biggest Super League regular-season attendance as 31,555 watched them beat Wigan Warriors at Barcelona’s Nou Camp on Saturday.

Earlier this season the league also broke its record aggregate round attendance as 78,917 fans attended Super League fixtures over the Easter weekend.

Rhodri Jones, Super League’s chief commercial officer, said: “This is a ground-breaking deal for the sport. It is a significant increase on previous sponsorships and reflects the growing popularity of the Super League brand.”

The announcement follows recent title sponsorship deals between Betfred and other major sports competitions including the British Masters Golf, the World Snooker Championship and World Matchplay Darts in Blackpool.

Super League and Betfred will continue to support the ‘Gamble Responsible’ campaign, which is promoted at Super League games.