The Rugby Football League (RFL) has named financial company Engage Mutual Assurance as the new title sponsor of Super League.
The RFL has signed a two-year deal with Homeowners Friendly Society for the newly-named Engage Super League.
The deal, thought to be worth in the region of £1.65m, continues the game's shift away from its traditional links with cigarettes and alcohol.
Engage replace brewing giant Tetley's, who opted not to renew their contract.
The RFL was forced by Government restrictions to end its long-running deal with Silk Cut for the Challenge Cup four years ago.
It is now sponsored by energy company Powergen.
"We believe Super League's family and community values mean our partnership is both highly appropriate and provides many mutual benefits," said RFL executive chairman Richard Lewis.
Super League X kicks off on Friday.
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