British bookmaker Ladbrokes will continue as the title sponsor of the Rugby Football League’s Challenge Cup after agreeing a one-year extension to its current deal.
The announcement comes ahead of Saturday’s Ladbrokes Challenge Cup final, which will see Hull FC fight to retain the trophy against Wigan Warriors in the oldest Rugby League Cup competition in the world.
Ladbrokes has sponsored the tournament for the past two years, with the 2017 edition seeing a record number of live games broadcast in the UK on the BBC and Sky Sports.
“I am delighted that Ladbrokes have decided to extend their current partnership and that they recognise the value in being involved with such a prestigious and well-regarded competition,” said Rugby Football League chief commercial officer Roger Draper. “The Ladbrokes Challenge Cup is rich in heritage and tradition and is known across the world, so to have a brand as successful and recognisable as Ladbrokes commit to extending their support is great news for the sport.”
Jim Mullen, chief executive of Ladbrokes, commented: "Our decision to sponsor the Challenge Cup was an easy one. We want our name to be associated with prestigious, passionate sporting events and this ticks those boxes, so it was a no brainer when it came to extending our association with the game. We play hard to win and that’s what the Ladbrokes Challenge Cup is all about."