UK: Carlsberg lands Challenge Cup deal for Tetley's
Carlsberg is also sponsoring English football.
Carlsberg's Tetley's brand is to take naming rights for rugby league's Challenge Cup.
As part of the deal, the knock-out tournament will be called the The Tetley’s Challenge Cup, Carlsberg said yesterday (22 January). Tetley's will also sponsor rugby league's Super League competition for at least the next two seasons.
Financial details of the tie-up were not disclosed.
Carlsberg will also look to boost the brand's UK on-trade sales with Challenge Cup point-of-sale materials, it said.
The brewer sponsored the Super League in 2000 and 2004 but has not partnered with the Challenge Cup before. The Super League season, which includes 13 English teams and one French team, starts on 1 February. The Challenge Cup begins in March and ends in the Grand Final on 5 October.
Carlsberg has increased its sports sponsorship in the past few weeks. Earlier this month, it signed a three-year deal for its brand Carlsberg to be the official beer of England's Barclays Premier League.
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