UK bookmaker Ladbrokes has been unveiled as the official title sponsor of this year's Rugby League Four Nations tournament, which begins next month.
Following a number of sponsorship deals in football recently, Ladbrokes said that the deal for the international rugby league tournament would further strengthen its brand in the UK and Australia.
Ladbrokes Four Nations tournament director Jon Dutton 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," he said. "Being associated with international rugby league can strengthen their brand in the sports betting market."
The biennial tournament was established in 2009, and was previously sponsored by male grooming brand Gilette.
It kicks off in Hull on October 28th, featuring host nation England, Sctoland, World Cup holders Australia, and world number 1 New Zealand. Games will be played in Workington, Huddersfield, Coventry and London, with the final to take place in Liverpool's Anfield Stadium on November 20th.
"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," Ladbrokes chief marketing officer Kristof Fahy added. "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," he explained.
Matches will be broadcast on the BBC and Premier Sports in the UK, on Australia's Channel 9 and on Sky New Zealand, with television audiences expected to reach around 4m in the UK alone.