The Rugby Football League has signed a three-year deal with betting firm Ladbrokes to replace Tetley's as the title sponsor of the Challenge Cup.
It ends the Northampton-based brewery's association with rugby league's oldest competition after two seasons.
for the first time since 1999.
The 2015 final will be played on 29 August, 120 years to the day since rugby league was founded at the George Hotel in Huddersfield in 1895.
RFL commercial director Chris Rawlings said: "The Challenge Cup is rich in heritage and tradition and it is both significant and fitting that the first Ladbrokes Challenge Cup final will be played on Founders Day.
"Ladbrokes is the latest major brand to recognise the advantages of associating their brand with Rugby League and it gives me great pleasure to welcome them to the sport."