Betfred has strengthened its presence and marketing in the European rugby league scene, having renewed its sponsorship arrangement with the top-flight Super League for a further two years.

The contract extension will see the retail and online sports betting operator continue to cooperate with the league on the ‘Gamble Responsible’ campaign, currently promoted at Super League fixtures.

Additionally, the renewal marks the seventh year of the partnership between Betfred and the Super League, making it the longest ongoing title sponsorship in the history of European top-flight rugby league.

Fred Done, Chairman and Owner of Betfred, remarked: “The passion and enthusiasm shown by the fans, media and everybody involved in the game of rugby league is I believe, the essential reason this has proved such an enjoyable and rewarding sponsorship for Betfred and is why I had absolutely no hesitation in extending the Super League deal for at least a further two years.”

The deal is also Betfred’s third major rugby league-focused sponsorship agreement of 2021, having secured the naming rights to the men’s, women’s and wheelchair 2021 Challenge Cups in February.

This was followed by a further extension of the agreement with the Rugby Football League (RFL), allowing the Warrington-based bookmaker to continue to operate as sponsor of all three Challenge Cups in 2022 and 2023.

“It’s great to be extending our successful partnership with Betfred,” said Rhodri Jones, Chief Commercial Officer, Super League. “During this difficult period, they’ve been outstanding headline partners, and we can’t thank Fred and his team enough for their continued support.”

“We look forward to continuing to work with them for the next two years.  To have the support of someone like Fred who is so passionate about the Super League and who shares our aspirations for its future is fantastic.”