Ladbrokes title sponsor of Rugby League's Four Nations

Ladbrokes has struck an agreement to become headline sponsor of the upcoming Rugby League Four Nations, a deal which will hand the operator increased visibility within its core Australia and UK markets.

The deal, which extends Ladbrokes relationship with the sport, will reward the operator with brand exposure across the broadcast channels of BBC, Channel 9 Australia, Sky New Zealand and Premier Sports.

The tournament – a series involving England, Australia, New Zealand and Scotland – kicks-off on 28 October in Hull with the final taking place at the home of Liverpool FC, Anfield, on 20 November.

Last year’s International Series between England and New Zealand drew in a UK audience of more than 4 million on the BBC.

Ladbrokes currently sponsors Rugby League’s Challenge Cup and is a partner of the First Utility Super League.

“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,” Kristof Fahy, Ladbrokes CMO, said.

“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 added.

Ladbrokes, which has so far refused to sign up to horseracing’s controversial ABP scheme, has been funnelling its marketing spend into alternative sports with rugby, football and snooker just three of the sports to have benefited.