15% increase in value versus
the previous sponsorship


The RFL had been notified by Carlsberg UK that they did not wish to continue their 2 year deal as the naming rights Partner of the Challenge Cup.

The Process

I was able to get in front of the CEO of Ladbrokes and with the help of marketing colleagues and a new sales deck, I pitched the property successfully to the CEO and a fellow Board Director.

The Result

Ladbrokes are now entering their 4th season as the Title Sponsor of the Challenge Cup and were also the title sponsor of the 2016 Four Nations. There was no agency fee payable to secure this deal.