Manchester-based mutual society Shepherds Friendly has launched its first-ever pitch-side advertising campaign as part of a new partnership with the Challenge Cup.
The campaign, featuring the mutual’s investment and insurance products, has been displayed during the later stages of the competition, including the quarter-finals in April, the semi-finals in May and the upcoming final at Wembley Stadium on 30 May.
The partnership coincides with major anniversaries for both organisations. The 2026 Challenge Cup final marks the 125th final in the competition’s history, while Shepherds Friendly celebrates its 200th anniversary later this year.
The campaign appeared during the semi-final clashes in which Wigan Warriors defeated St Helens 32-0, while reigning champions Hull Kingston Rovers beat Warrington Wolves 32-12 to secure a historic first Challenge Cup final meeting between Hull KR and Wigan.
Shepherds Friendly said the campaign forms part of a wider marketing strategy to mark its bicentenary, including advertising across Meta platforms, out-of-home media, radio, linear television and video-on-demand services such as ITVX.
Zac Chetwynd, head of marketing at Shepherds Friendly, said the partnership reflected the shared heritage of the two organisations.
“Rugby League and Shepherds Friendly were founded less than 30 miles from one another well over a century ago,” he said.
“We felt there could be no better time for Shepherds Friendly to partner with the Challenge Cup than when we are both celebrating milestones, of 200 and 125 years, respectively.”
He added that the campaign intends to increase awareness of the mutual and complement its broader advertising activity across television, radio and digital platforms.
The Challenge Cup final will be broadcast live on the BBC.