Ladbrokes is new title sponsor of rugby league's Four Nations
Ladbrokes has announced its new title sponsorship of the 2016 Rugby League Four Nations tournament.
Already sponsor of the Challenge Cup and partner of the First Utility Super League, the company is extending its partnership with rugby league into the international game, a move which will see them strengthen their presence in the UK and Australian market.
Kicking off on Friday, October 28th in Hull, the Ladbrokes Four Nations features England, Australia, New Zealand and Scotland.
Games will be played in Workington, Huddersfield, Coventry and London with the final taking place at Anfield, Liverpool on Sunday, November 20th.
Ladbrokes will benefit from premium brand exposure, as matches will be broadcast on the BBC, Channel 9 in Australia, Sky in New Zealand and Premier Sports. Last year's International Series between England and New Zealand drew in a UK audience of 4m+ on the BBC.
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. Being associated with international rugby league can strengthen their brand in the sports betting market".
Kristof Fahy, Chief Marketing Officer of Ladbrokes, said: "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. 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".
He added: "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".