THE Rugby League are looking for new Challenge Cup sponsors after confirming that Powergen are to end their backing at the end of this season.

The energy company have sponsored the game's famous knockout competition since 2003 when they took over from Kellogg's but are to concentrate on their new deal with the FA after the August 26 final at Wembley.

Mike Thompson, Powergen's head of sponsorship, said: 'We're extremely proud of our long-term relationship with both rugby codes.

'The sponsorships have come to a natural conclusion for us as a business and, with our recent announcement that E.ON, our parent company, is to become a lead partner with the FA from 1 August 2006, this will now become the focus of our sponsorship strategy moving forwards.'

Sponsors

The League are confident of being able to attract new sponsors for the Cup, which is worth more than '1million a year.

Executive chairman Richard Lewis said: 'We believe that the Challenge Cup is a massively prestigious tournament that will prove to be a highly attractive sponsorship property for major brands in the future.

'The return of the final to the new Wembley Stadium this year and the national terrestrial television coverage offered by BBC Sport - the competition's main broadcast partner - means that the event and the entire competition enjoys a great profile within the British sporting calendar.

'The Challenge Cup inspires great passion from supporters and generates a great deal of wider interest and we believe that becoming the tournament's next major partner will prove highly attractive'.

Powergen also backed the Champion Schools tournament which has seen more than 72,000 pupils taking part since its inception.

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