The RFL have landed a three-year deal with betting company Ladbrokes to become title sponsors of the Challenge Cup.
This year it will be contested by 78 clubs, and the first round draw is due to take place on Thursday at Wembley Stadium.
The 2015 Ladbrokes Challenge Cup final will be played 120 years to the day since Rugby League was founded at a meeting at the George Hotel in Huddersfield in 1895.
RFL Commercial Director Chris Rawlings said; “Ladbrokes is one of the world’s most recognised and respected brands which has over 800,000 customers and this partnership will bring great benefits to both parties.
As part of their association, Ladbrokes will have headline branding at all Ladbrokes Challenge Cup ties, introduce a Responsible Gambling programme for Rugby League players, fans and staff and also introduce the tournament’s inaugural Ladbrokes Player of the Round Award.
Ladbrokes will also work closely with players and personalities on promotional appearances and activities and promote the Ladbrokes Challenge Cup heavily across all their own media channels.
Richard Glynn, CEO of Ladbrokes said: “We’re thrilled to begin our sponsorship of the Ladbrokes Challenge Cup in a historic and momentous year for the sport. Rugby League is without doubt one of the world’s most exciting sports, brimming with energy and adrenaline both on and off the pitch.
“The fans are beyond passionate, and that passion is infectious and spreading quickly across the globe. This exclusive deal will bring Ladbrokes unprecedented access to the action, which all of our customers have become accustomed to as part of The Ladbrokes Life.
“2015 already promises to be bigger and better, and this is a fantastic opportunity for Ladbrokes to engage with Rugby League stakeholders on both an elite and grassroots level to continue the rapid growth of the sport. We’re looking forward to the season ahead packed full of excitement, thrills and spills, and of course, world class rugby.”