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Generate Sponsorship has been appointed by engage Mutual Assurance, title sponsor of rugby league’s Super League, to provide tailored PR support on their sponsorship.

The Harrogate based financial services provider has been Super League’s title sponsor since 2005 and recently extended the agreement to see them as title sponsor until at least 2010.

Generate Sponsorship’s PR activity will initially be focussed on supporting the new engage ‘health cash plan’ product, and conveying the benefits to fans, under the campaign umbrella ‘engage with your health’.

Jonathan Neill, Sponsorship PR Director at Generate Sponsorship, will report to Tina Clare, engage Head of Brand, on the account. Generate already work for rugby league sponsors The Co-operative, and have experience working for previous sponsors such as Tetley’s, Nestle, LHF and governing body The RFL.

Jonathan Neill, Sponsorship PR Director at Generate Sponsorship, said: “We’re looking forward to adding value to engage’s sponsorship, which has been a superb success story in rugby league having used the power and benefits of sponsorship to launch their new brand.

“Four years since this they now have a tremendous opportunity to fully integrate their products, starting with the ‘Health Cash Plan’, into the sport whilst also communicating a positive lifestyle message to fans.

“We’ll be working with players, clubs, media, The RFL and other sponsors on a creative PR plan to promote rugby league as a healthy sport via national, regional, rugby league and club media.

“Obesity is very topical in the news agenda so we’ll be taking advantage of this to illustrate the positive message to fans regarding the benefits of engage and rugby league.”

Tina Clare, Head of Brand for engage Mutual Assurance, added: “We’re delighted to be working with the PR team at Generate Sponsorship. They have extensive, and award winning, experience in rugby league and we’re excited about the opportunities for engage this season.

“Our brand awareness in rugby league is very high and the addition of the health cash plan to our product portfolio has provided us with an ideal opportunity to partner with clubs and promote the benefits of a healthy lifestyle, whilst also improving understanding of the engage brand.”