As we move into 2026, rugby league in the UK is set to come to a critical juncture with two major partnerships set to expire.
Many fans will know about the sport’s TV deal with Sky Sports and the fact that it concludes at the end of the 2026 season, however, a possibly even more important partnership is also set to expire at the end of this season.
Super League’s title sponsors Betfred see their deal expire at the close of the 2026 season, having previously signed a three-year deal in 2023.
That deal was announced in October of 2023, just four days before the Super League Grand Final, so in theory, there is plenty of time for the deal to be confirmed.
However, it’s imperative that Rugby League Commercial either secure a new deal with Betfred or bring another title sponsor into the sport as Betfred’s reach has gone beyond Super League, sponsoring the Challenge Cup, Championship and Women’s Super League as well.
Rugby league facing critical juncture in 2026
Reported by Super League at the time as a “record-breaking three-year extension”, the deal with Betfred represented a 25% increase on the previous deal.
Securing a title sponsor and a new TV deal have to be the biggest priorities for Rugby League Commercial in 2026, a year that is already packed with events.
Super League has it’s 30th anniversary this year, Magic Weekend moves to Everton, and the Las Vegas game continues but all of that is relatively unimportant compared to securing the vital funding of a title sponsor and a new TV deal.
Sky Sports have held the TV rights for Super League since the competition’s inception and whilst in recent years the BBC have taken games, the money from Sky is what keeps the sport alive at the elite level.
With Super League expanding to 14 teams and two of those teams currently being on half the funding, it’s imperative that the next TV deal represents an increase in funding.
Similarly, any title sponsor, be it Betfred or another company, also needs to increase if the sport is to continue to grow and not simply remain stagnant, or worse regress.
Of all the drama to come in 2026, the biggest two factors will likely be played out behind closed doors but will shape the future of rugby league in the UK.
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