Super League announce new sponsor

22 January 2014

Super League will have a title sponsor once more after officials unveiled a three-year agreement with independent energy supplier First Utility.

Rugby league's elite competition has been without a main backer since clubs decided to pull the plug on the controversial, cash-less, deal with Stobart two years ago.

Super League chief executive Nigel Wood said: "It gives me great pleasure to welcome First Utility to the sport as the new title sponsors of the First Utility Super League."

Although no figures have been divulged, it is thought to be a seven-figure deal worth around £750,000 a year, which is in line with the old Engage sponsorship which ran for six years up to 2011.

The game's governing body, the Rugby Football League, came under fire from leading Super League clubs over its marketing and commercial strategies as the dispute over the proposed re-structuring escalated before the World Cup kicked off in October.

Yet the RFL managed to fill its sponsorship portfolio for the World Cup, which also generated bumper crowds and large television audiences, and it is thought the success of the 14-team competition helped find fresh backers for the domestic game.

Wood added: "2014 will be a particularly exciting period in the commercial development of the sport.

"This announcement is the first in a series of agreements that will put in place a family of partners around the First Utility Super League as we build on the legacy of the very successful Rugby League World Cup 2013."

Although they are not one of the big six energy companies, Warwick-based First Utility supply gas and electricity to 320,000 customers throughout the UK.

Ed Kamm, chief customer officer of First Utility, said: "We think it's a good fit.

"We are ambitious about challenging the status quo within the energy market and giving more consumers the low-price energy for which we're known.

"As a fast-growing alternative to the big six energy companies, it felt right to partner with a growing sport to help build more awareness for our brand.

"We're big fans of rugby league and are proud to be part of the Super League community.

"Together we hope we can be part of the growth of this exciting sport, as well as helping more people lower their energy bills."

The First Utility Super League kicks off a fortnight on Friday when Wigan launch their title defence against 2013 table-toppers Huddersfield.

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