Broadband provider Plusnet has become an official sponsor of the 2011 Gillette Four Nations.
The Sheffield-based firm is backing the rugby league tournament, which will see England line up against Wales, Australia and the world champions New Zealand.
Leading England players will feature in a Plusnet marketing campaign ahead of the tournament, which kicks off in Warrington on Friday October 28th with a clash between the two southern hemisphere rivals.
The deal – which will see Plusnet give away tournament tickets with new broadband deals - represents the broadband provider's first international sporting partnership.
Nick Rawlings, Plusnet's Commercial and Marketing Director, commented: "This is a great opportunity for Plusnet to make its international debut in sporting sponsorship.
"We will be utilising the deal in a number of ways to reward both new and existing customers."
RFL's Commercial Director Paul Kimberley noted that Plusnet has quickly established itself as a company with clear customer-led focus, making it "a perfect fit" with rugby league's own philosophies.