Lincoln Financial Group is moving into the sports sponsorship arena by signing a deal with the Great Britain rugby league team.
Lincoln director Derek Rogers says: "Rugby league has been growing rapidly in the UK. This matches the growth of our own business. The profile of our clients matches the profile of rugby league audiences so it is exactly the right arena for us to become involved in."
Rugby football league chief executive Neil Tunnicliffe says: "The value for our sport in striking such a relationship with a billion-dollar organisation in the financial sector is incalculable."