Operator Ladbrokes has agreed a £3m deal with the Rugby Football League (RFL) to sponsor its Challenge Cup competition for the next three years.
The competition will be renamed the Ladbrokes Challenge Cup and will be contested by 78 clubs.
The UK bookmaker will have the honour of sponsoring the event in the year of the 2015 final at Wembley Stadium on 29 August, which will be played on the 120th anniversary of Rugby League being founded at a meeting at the George Hotel in Huddersfield in 1895.
Chris Rawlings, RFL commercial director said: "Ladbrokes is the latest major brand to recognise the advantages of associating their brand with Rugby League and it gives me great pleasure to welcome them to the sport."
The agreement involves Ladbrokes holding headline branding at all Ladbrokes Challenge Cup matches, the introduction of a responsible gambling programme for Rugby League’s players, fans and staff, and the launch of the inaugural Ladbrokes 'player of the round' award.
Ladbrokes will also work with players to promote the Challenge Cup and will endorse it across its media channels.
“We're thrilled to begin our sponsorship of the Ladbrokes Challenge Cup in a historic and momentous year for the sport,” Ladbrokes CEO Richard Glynn said.
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