Centrica scores from Rugby deal

Centrica, parent company of the British Gas brand, has signed a

deal to sponsor the British Rugby League team in order to win support in

the north of England, the next region to open its gas industry to

deregulated competition.

Britain’s three matches against Australia during November will be

renamed the British Gas Test Series, and British players will display

the logo on their jerseys.

This is the first major British Gas sponsorship for three years. It

coincides with a TV ad campaign to raise awareness of the brand. The

first match will take place at Wembley on November 1, the same day that

competition in gas supply is introduced to the north of England and

Scotland.

Simon Waugh, group director of marketing for Centrica, said: ’The Rugby

Football League has recently changed to expand its appeal. The game has

gone through a renaissance and will be a positive vehicle for our

brand.’

This article was first published on Marketing