As the traditional number one beer in New South Wales, Tooheys New is also a major sponsor of the most popular sport in the state, rugby league. Tooheys New sponsors the New South Wales rugby league team in the annual State of Origin series. The Tooheys New logo appears on the Blues' sleeves. The team was previously known by the sponsored name of the Tooheys Blues. Tooheys New is also the sponsor of many Country Rugby League competitions across the state as well as being available at almost every rugby league venue in the state.
