Energy supplier First Utility will become the title sponsor of Super League for the next three years.
The First Utility Super League gets underway on February 7, when reigning champions Wigan take on last season’s minor premiers Huddersfield, before heading off to Australia to face Sydney Roosters in the World Club Challenge.
“First Utility is a real challenger brand that is shaking up the UK energy market and we look forward to working with them over the next three years.
“2014 will be a particularly exciting period in the commercial development of the sport: this announcement is the first in a series of agreements that will put in place a family of partners around the First Utility Super League as we build on the legacy of the very successful Rugby League World Cup 2013.”
The Warwick-based company helps to minimise consumers’ energy bills through low-price tariffs and energy efficiency, and seeks to build its brand and challenge the Big Six energy companies.
Super League is watched by almost two million people each year and attracts substantial TV audiences on Sky Sports and the BBC.
Ed Kamm, Chief Customer Officer, First Utility said: “The Super League is passionately supported by millions of families in the UK who are the real stars of the game. In turn, we’re passionate about helping millions of families save on their energy bills.
“We think it’s a good fit. We are ambitious about challenging the status quo within the energy market and giving more consumers the low-price energy for which we’re known.
“As a fast growing alternative to the Big Six energy companies it felt right to partner with a growing sport to help build more awareness for our brand.
“We’re big fans of Rugby League and are proud to be part of the Super League community; together we hope we can be part of the growth of this exciting sport, as well as helping more people lower their energy bills.”