New South Wales Rugby League (NSWRL) have announced a new naming rights sponsor for the state’s premier competition, the Knock-On Effect NSW Cup, at their season launch.

The name of the competition is aligned with Transport NSW, who have been longstanding partners with NSWRL.

NSWRL chief executive, David Trodden, said this partnership is key in educating and preventing those involved to be vigilant in preventing deaths and serious injuries on NSW roads.

“The Knock-On Effect is a campaign the NSWRL is proud to be associated with an I’m confident this partnership will bring even more exposure to this valuable cause to all Rugby League fans across NSW,” Trodden said.

“I’m really looking forward to the 2021 season and the return of all our major competitions after the disruptions of last year and I can’t wait for kick-off,” he said.

Some features of The Knock-On Effect NSW Cup include: 58 NRL curtain-raisers, at least 23 fixtures broadcast by Fox Sports, a round 10 standalone fixture on Fox Sports, along with the Knock-On Effect Cup grand final to be played at Bankwest Stadium in late September.

Deputy secretary, safety, environment and regulation for transport for NSW, Tara McCarthy, said the game’s popularity had a key role in delivering crucial messages to the community, whilst the renaming of the Cup will provide an important pathway to access and engage fans across NSW.

Several community programs are also being implemented across NSW including: Try League for Culturally and Linguistically Diverse (CALD) communities, Changing Rooms, which assists youth with mental fitness, and Hogs Tours of regional NSW.