Super League Europe Ltd (SLE), operators of the elite rugby league competition in Europe, has announced male grooming brand Brut has been added to its list of commercial partners.

The deal will see the famous brand become the official aftershave and deodorant of the Super League competition in a deal that covers all 14 of the Super League clubs.

An official press release confirmed the details of the agreement: “Brut will receive a comprehensive range of sponsorship assets including extensive in-ground advertising through perimeter boards, match-day programme advertising, interview backdrops and referee sleeve patches; as well as ticketing, hospitality, exclusive promotions and access to Super League players.”

On top of these advertising opportunities, Brut will also look to activate the sponsorship through a number of social media campaigns run throughout the season.

Eoin Mullen, Brut marketing manager, said: “We are excited to partner such an iconic brand as Brut with Super League. Brut has always defined the ‘real man’, and the synergy between us and Super League is instantly recognisable. We are very much looking forward to working with the clubs in our first season of the partnership.”

James Mercer, commercial director at SLE, added: “We are delighted to have a brand with such history and heritage associated with Super League. Brut is a brand that sits perfectly with rugby league, and we look forward to working with them, further immersing Brut within Super League over the term of the partnership. There are lots of opportunities that we look forward to working together on, during the course of the season, and beyond.”

The deal sees Brut join the likes of Heinz, Irn Bru, Polar, Rhino and Tetley as official sponsors of Super League, although the competition remains without a headline sponsor following the cancelation of Stobart’s “cashless” title sponsorship at the end of the 2012 season after just 12 months.


Published in Sponsorship