Stobart Group, the UK leader in transport and distribution, has partnered with the Super League in a cross-marketing deal to secure title naming rights to Rugby League’s elite club competition.

    Rugby UK

    The new agreement, which will run until the end of the 2014 season, will see the competition become the Stobart Super League with the Stobart brand featuring prominently across all 14 clubs.

    In a pioneering new partnership focusing on exposure and promoting greater awareness of the game, the newly designed Stobart Super League artwork will adorn 100 trailers of the company’s famous red and green trucks, with an Eddie Stobart vehicle passed, on average, every 4.5 minutes when driving on the UK’s major roads.

    Each of the 14 clubs will have trailers branded with images of their players and team colours.

    Commenting on the new partnership, Super League Chairman, Richard Lewis, said: “The deal with Stobart is excellent for the Super League clubs and the competition as a whole. The Super League clubs turned down other offers and took a strategic view that the brand values of Stobart are closely matched to those of Rugby League. The Super League clubs are excited by the multi-layered sponsorship that services the game and the competition on a number of levels in a way never seen before.”

    Stobart CEO, Andrew Tinkler, said: “We are extremely pleased to be involved with Super League and the top clubs across Europe. Eddie Stobart has become a Superbrand due to the public exposure of its 2,250 trucks and the innovative ways in which we market the company through interaction with fans and the public. This partnership is a great opportunity for us to help promote Super League and enhance our own status as a Superbrand which is defined by quality, reliability and distinction.”

    He added: “As a major local employer, we’ve had positive results from our investment in the Stobart Stadium at Halton, which was a unique opportunity for us to support the wider community.”

    The partnership will dovetail alongside a new five-year television contract with leading broadcaster Sky Sports, which will see up to 70 televised games each season.

    Rugby League continues to be a major feature in the Sky Sports portfolio as the most watched domestic league outside of football, and the fourth most popular televised sport in Britain.

    The Stobart Super League is launched on Wednesday 1 February with a convoy of branded Eddie Stobart trucks driving from Widnes to Old Trafford.

    The first televised game of the new season will take place on Friday 3 February at Stobart Stadium, between Widnes Vikings and Wakefield Trinity Wildcats (8.00pm).