Castlemaine 'XXXX' is to sponsor rugby league in the UK.

Brand owner Interbrew UK has unveiled details of a three year deal for 'XXXX' as the Official Beer of Rugby League. The agreement means that 'XXXX' will be the only beer brand served at three major Rugby League competitions: the sport's flagship competition, the Super League, the Challenge Cup and the Tri-Nations Series - a new international tournament featuring Great Britain, Australia and New Zealand.

In addition, the brand will be the Official Beer of the GB Rugby League Team, ensuring presence at the UK matches in the Gillette Tri-Nations series and home Great Britain International test matches.

It will have pouring rights at the season's two major finals— the Super League Grand Final at Old Trafford on October 15 and the Gillette Tri-Nations final in November.

Kevin McQuillan, sponsorship manager at Interbrew UK, says:  "Rugby League is enjoying a boom in popularity and has established itself as the biggest summer sport, with some nine million fans in the UK. This sponsorship is a perfect fit for Castlemaine 'XXXX' because it reflects the outdoor image of the brand in a way that is relevant to the sports-orientated lifestyle of lager drinkers.

"This agreement will take 'XXXX' to another level of success by raising awareness among an important audience and providing significant new sampling opportunities for the brand. It also gives us a vehicle to develop rugby-themed promotional support that will help stockists exploit the link and drive rate-of-sale.

"It is a great opportunity for the brand to achieve real standout from other standard lagers and to develop its popularity as Rugby League continues to grow. Rugby League is also a major sport in Australia and they are the current world champions — so this sponsorship also underlines the Australian heritage of the brand."