RL Commercial launches 2026 Betfred Super League season with 'League Hits Different' campaign

The Betfred Super League today launches its 2026 campaign with a bold new positioning – League Hits Different – as the competition celebrates its 30th anniversary and prepares for one of the most intense and emotionally charged years in its history. 

Built on ferocity, commitment and tribal loyalty, Super League is a competition where the game is felt as much as it is watched. From the first carry to the final hooter, the physical nature of Rugby League and the emotion it generates in the stands combine to create a sporting experience unlike any other. 

League Hits Different captures what supporters live every week – the raw collisions, the relentless pace, the moments that lift communities and the rivalries that divide families and towns. This is a sport played straight up, where effort is visible, toughness is non-negotiable and passion runs deep. 

The 2026 season builds on a record-breaking 2025 campaign that saw more than 1.7M attendances across the League, average viewing figures up 50% across Sky Sports and BBC sport and 8.5M engagements across Super League’s social media channels. 

To bring the campaign to life, Super League will launch a campaign across multiple channels, including: 

• A high-impact launch VT introducing the season and the “League Hits Different” positioning 
• Takeover of Manchester Victoria station, and across the Northern rail network, creating an immersive fan experience for commuters and supporters 
• Metro Newspaper wraps across Merseyside, Yorkshire and the North West to capture the attention of everyday travel audiences 
• A revamped visual identity across Super League social media channels. 
• A new content series, in partnership with Glen’s, highlighting the intensity, skill and passion of players and how they reach their elite level of performance. 

A defining moment of the season will come in Round 3, when Hull KR and Leeds Rhinos meet in Las Vegas, taking the ferocity, noise and emotion of Super League to a global stage and showcasing the game’s unique intensity to a worldwide audience. 

Joe Steel, RL Commercial Marketing & Communications Director, said: 

“Super League has always been about more than what happens on the pitch. It’s the ferocity of the contest, the emotion in the stands and the way the game represents its communities. League Hits Different is a reflection of that truth. This is a sport you feel in your chest – and in 2026 we’re putting that front and centre with an exciting campaign that fans will see everywhere they look.” 

The campaign has been developed in partnership with creative agency The Tenth Man, who worked closely with RL Commercial to articulate what sets Rugby League, and the Super League, apart in a crowded sporting landscape. 

Mikey Curran, Creative Director at The Tenth Man said: 

“When you spend time with Super League fans, players and clubs, one thing is unmistakable – this game carries a different emotional weight. The physicality is raw, the loyalty is tribal and the stakes feel personal. League Hits Different isn’t a line we invented; it’s something the sport already owns.” 

Betfred Super League remains defined by fierce rivalries, generational talent and clubs woven into the fabric of their communities – where wins mean everything, defeats linger all week, and every match carries real passion. 

As the league marks its 30th anniversary, League Hits Different is both a celebration and a statement of intent: Rugby League at its most honest, intense and emotionally powerful. 

The 2026 Betfred Super League season kicks off February 12, live on Sky Sports with coverage of York Knights vs Hull KR starting at 7pm.