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22nd January 2013


Tetley's Challenge Cup portrait.jpg.jpg

Tetley’s beer will be the headline sponsor of the Challenge Cup and the Official Beer of the Super League in a major new sponsorship arrangement with the Rugby League.


The sponsorship will see the beer’s return to national rugby sponsorship and means the Challenge Cup will now be known as ‘The Tetley’s Challenge Cup.’


In addition, Tetley’s has confirmed it will be the Official Beer of the Super League for at least the next two seasons.


Tetley’s were title sponsors of Super League between 2000 and 2004 and RFL Chief Executive Nigel Wood is delighted to welcome back one of the country’s most recognisable brands as a major partner.


“It is an exciting new era for the sport of Rugby League,” said Wood. “Tetley’s is a dynamic national brand with a wonderful vision for Rugby League and its activation around the partnership.


“The television coverage of the Tetley’s Challenge Cup on the BBC and Sky Sports will deliver a robust platform for both parties to continue to build on the popularity of this historic competition.


“This is the latest of a number of new sponsorship deals which we are announcing throughout January which I am sure all Rugby League supporters will welcome.”


Carlsberg UK Communications Director Bruce Ray said: “The Tetley’s brand has a long association with the RFL and we are delighted to announce these new sponsorships.  They will provide us with a platform with which to connect with consumers and Rugby League fans driving greater engagement with the Tetley’s brand.


“These sponsorships will generate increased awareness of the Tetley’s brand and will also provide unique opportunities for consumers and customers to engage in the sponsorships through competitions and promotions.


“We will also be continuing our partnership with Help for Heroes and will be leveraging our Tetley’s Challenge Cup sponsorship to support the fundraising effort for the charity which is close to many people’s hearts.”


Tetley’s will be supporting  on-trade customers by producing a range of point of sale materials promoting the Tetley’s Challenge Cup and encouraging the 6.9 million Rugby League fans to watch televised matches in pubs and clubs across the country.


Consumers will also be able to win signed merchandise, have the opportunity to watch teams train and meet players plus win VIP experiences at the Tetley’s Challenge Cup final through on-pack promotions featuring player imagery.


Building on Tetley’s existing Rugby League credentials the new sponsorship deals will maintain the position of Tetley’s as the front of mind ale brand amongst all Rugby League fans.


The new sponsorship was unveiled at Wembley today with the help of Martin Offiah, whose try for Wigan against Leeds in the 1994 Challenge Cup final is regarded as the greatest in the competition’s history.


Martin Offiah said: “Tetley’s new sponsorship of the Challenge Cup is great news for Rugby League.


“Every player dreams of lifting the Challenge Cup at Wembley and being part of the magical atmosphere of one of the nation’s greatest sporting occasions.


“I will always treasure the finals I played in among the greatest achievements in my career and I also know just how much it means to the all the fans, who create such a wonderful family atmosphere every year, to cheer their team on to victory at Wembley.”


Tickets for the 2013 Tetley’s Challenge Cup final which takes place at Wembley Stadium on Saturday August 24 are now on sale. Visit or call 0844 856 1113 for full details.




Notes to editors:


Challenge Cup


The Challenge Cup is the world’s oldest Rugby League competition and was first contested in 1897, when Batley defeated St Helens in the final.


The competition features teams from Super League, the Championships, the community game, Student Rugby League and Armed Forces and climaxes every year in a showcase final at Wembley Stadium.


For more information visit


Tetley’s Sponsorship


Tetley’s has a long association with the Rugby League becoming one of the first sponsors of the Rugby Football League in the 1971 – 72 season.  Tetley’s was the title sponsor of the Super League from 2000 – 2004 and has remained a key sponsor within Rugby League through Official Beer sponsorships of many clubs.


Help for Heroes


Tetley’s is a commercial partner of Help for Heroes.  In 2012 Tetley’s raised over £116,000 for Help for Heroes through sales of a new limited edition ale, promotional Smoothflow packs and local fundraising events.  The new sponsorship platforms with the Rugby Football League will provide a range of fundraising opportunities and events across the 2013 & 2014 seasons.


For more information please visit




External Communications Manager, Carlsberg UK:

Joanna Dring,

07887 796292










Carlsberg Group

The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. The flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg and Tuborg brands are among the six biggest brands in Europe. More than 43.000 people work for the Carlsberg Group, and its products are sold in more than 150 markets. In 2010, the Carlsberg Group sold more than 135 hectolitres of beer, which is about 40 billion bottles of beer annually.


About Carlsberg UK

Carlsberg UK is one of the largest brewers in the UK, employing 1,800 people and boasting household name brands including Carlsberg, Tuborg, San Miguel and Tetley’s.