BIRCHWOOD-BASED bookmakers Betfred will become the title sponsors of Super League from next season.

In what will be their 50th year of trading, the world’s largest independent bookmaker takes over the naming rights of Super League from First Utility.

The deal will run for three years, meaning the competition will be known as “Betfred Super League” until 2019.

Co-founder Fred Done expressed his excitement at the deal and said there was “no better way” to celebrate the company’s 50th birthday.

“I am delighted to sign such a high profile deal and, having met with Nigel Wood and his team I truly believe that we are a perfect fit for Super League,” he said.

“We will hope to match the real passion displayed by the fans, players, media partners and everyone involved throughout Rugby League.

“Next year will be Betfred’s 50th birthday and what better way to celebrate than by becoming title sponsor of the Betfred Super League!”

Super League’s chief executive, Nigel Wood, also welcomed the move and said he was impressed by Done’s passion for the sport.

“Betfred is a well-recognised household name and I am delighted to welcome them to the sport as the new title sponsors of the Betfred Super League,” he said.

“Building on increased financial investment from the previous title sponsor, Betfred is the latest major company to recognise the advantages of associating their brand with Rugby League and shows the strength of our sport in the commercial market.

“I have met with owner Fred Done, who is passionate about Rugby League and we look forward to working closely with him, everyone at Betfred and our member clubs to continue to increase the visibility of our sport over the next three years.”