Carlsberg-Tetley (C-T) has cemented links between its flagship Tetley's brand and the oval ball by signing sponsorship deals with both rugby codes.
The brewer has clinched a three-year extension to Tetley's Bitter title sponsorship of the leading rugby league competition, Super League, and also signed a three-year deal that will see the brand continue its role as the Official Beer of England Rugby (union) until the 2003 Rugby World Cup in Australia and New Zealand.
Doug Clysedale, managing director of brands at C-T, said: "We are delighted to have reached an agreement with both governing bodies. Tetley's 'Total Rugby' sponsorship of both codes reconfirms the brands position as 'the brand' of rugby. With the two new deals secured, we are now in an excellent position to build on recent success over the next three years."
Tetley's involvement at grass roots level continues with the sponsorship of the Tetley's County Championships in rugby union and of clubs Leeds Rhinos and Warrington Wolves in rugby league.