Tetley's Challenge Cup

Quote: Inflatable_Armadillo "As already pointed out, Tetley's no longer have any real presence in Yorkshire and Copenhagen is a long way from Leeds, where the decision will have ultimately been made.

Equally, I think most people are reading this current sponsorship wrongly in it's primary aim. Since Tetley's quit Leeds, sales in Yorkshire have noticeably dropped and the brand value and loyalty in Yorkshire has taken a real beating. This is about addressing this issue as well as raising brand awareness generally. That is why it the Tetley brand, and not the more nationally recognisable Carlsberg brand is being used.'"

Totally right, Tetley's image has taken an absolute slaughtering over here recently and there's no doubt they will have been looking for a good way to mitigate that. It may surprise some but Rugby League offers sponsors something rather than just being a pit into which money can be poured. This sponsorship would appear to fit perfectly for Tetley's current brand issues and plays to RL's strengths. And if the latter is its power in regional markets then that is something which has its own appeal to some sponsors.

Tetley's have probably ploughed more money into Rugby League than anyone else other than Sky over the past two decades, through Leeds and their previous Super League sponsorships and ongoing associate and beer deals with a whole host of clubs. It's good that the RFL have been able to bring them back into the central fold again in a big way. I'm amazed anyone can find fault with this one - it doesn't even fail the pointless "compare with Rah Rah" test.