Betfred Super League Partners with ECAL to Deliver Next-Level Fan Engagement for 2026 Season

MELBOURNE, AUSTRALIA - December 3, 2025 - The Betfred Super League, England's premier professional Rugby League competition, has unveiled a major digital initiative for its 2026 season through a strategic partnership with calendar marketing platform, ECAL.

This partnership is designed to transition the League's traditional fixture calendar from a passive schedule into a dynamic, direct-to-consumer sports channel, fundamentally modernising fan connection, securing actionable revenue streams, and enhancing loyalty. The successful integration of the ECAL platform ensures the Super League moves beyond static schedules and PDF lists, providing fans with a seamless, always-on connection to the game straight into their personal digital calendars.

The League's decision directly addresses the critical need for real-time, personalised fan communication in a crowded media landscape. By leveraging ECAL's technology, the Super League now delivers the entire 2026 fixture programme with unparalleled precision. This ensures supporters never miss a key moment, receiving automated, real-time updates for kick-off times, venue changes, and critical broadcast information, including the League's dedicated streaming platform, Super League+.

ECAL Facilitates High-Performance Digital Strategy

The partnership establishes a critical new pillar in the Super League's long-term digital strategy, facilitating a measurable shift in commercial focus by treating the fixture programme as a high-performance marketing asset.

Actionable Revenue Opportunities: The platform embeds Ticket Alerts and streaming links directly within calendar events. This integrated calendar commerce approach is designed to increase ticket sales and boost streaming uptake, creating measurable revenue moments for the League and its commercial partners.

Dynamic Proximity and Notifications: ECAL guarantees high engagement rates and continuous fan connection by facilitating real-time scheduling updates and personalised reminders straight to fans' calendars, guaranteeing supporters are informed throughout the season.

Furthermore, the integration automates the synchronisation of gamified elements, such as Fantasy League and Predictor deadlines, supporting continuous, active fan participation. By creating this 24/7 direct-to-consumer channel, the Super League gains deeper insights into fan behaviour and preferences, allowing the organisation to run scalable, data-driven commercial campaigns.

The Super League is demonstrating clear digital leadership, confirming that the fan's calendar is the most valuable piece of digital real estate today. The move underscores the League's commitment to delivering a premium fan experience while simultaneously reinforcing the long-term commercial viability of the competition.

About Betfred Super League
The Betfred Super League is the premier professional Rugby League competition in England, featuring the nation's top clubs. Dedicated to excellence on the pitch and innovation off it, the League aims to provide world-class entertainment and connection to its passionate global fanbase.

About ECAL:
ECAL is the world's leading calendar marketing platform, used by hundreds of major brands globally in sports, entertainment, media, and e-commerce. ECAL's smart 'Sync to Calendar' technology enables publishers to deliver rich, dynamic, and personalised events directly into their audience's personal digital calendars, creating a direct and highly effective marketing channel. ECAL is trusted by top-tier organisations such as the Premier League, Formula 1, Disney+, World Rugby, NBA, Major League Baseball, and more.

Media Contact:

ECAL
Patrick Barrett - Founder & CEO
patrick@ecal.com
+61 411 650 445