YORK Wasps have failed in a bid to bring Nestl Rowntree on board as sponsors - despite Nestl UK's new involvement in rugby league.

The confectionery giant, whose main British base is the Nestl Rowntree factory in York, have become the exclusive partner of the Great Britain team via their Lion chocolate bar.

In a press statement about the deal, Nestl said there was a close similarity between the profile of rugby league followers and the target market of Lion, which is made at their factory on Haxby Road.

However, despite having held talks with Wasps this week, the Swiss-owned company could not strike a deal with the Rugby League Premiership club.

Wasps chief executive Ann Garvey said: "(Director) Rod Lowery did have discussions with Nestle Rowntree with regards to sponsorship but they didn't come to anything.

"We're hoping to have more discussions with them in the coming weeks."

The Wasps have secured man-of-the-match sponsorship from Holiday Inn on Tadcaster Road, but their struggle to find a major club backer from within their home city continues.

Garvey said: "The club has had difficulty getting local sponsorship in the past and it's not for the want of trying.

"I can't speak on behalf of companies as to why they haven't done it, but I can say we have recently got quite a nice response from some companies, such as Holiday Inn. We are delighted to have them on board."

The Huntington Stadium outfit stunned the rugby community last month when they announced the New York Economic Development Council as their main shirt sponsors, while other sponsors included Gillette and Samsung.

But they were forced to go through brokers Rugby League World - in an albeit enterprising move - to find such sponsorship because they were unable to strike deals with York companies.

Garvey added: "We hoped those deals would show exactly where the club is hoping to go and we still hope major companies in York follow.

"There is nothing more the club would like than to have a major York company sponsor the club. We are grateful to the people who have come on board and given us a brighter future."

Nestl UK's sponsorship agreement with the Rugby Football League will see the Lion logo displayed on the collar and back of the GB shirt during the forthcoming Ashes series against Australia and for the one-off Test against France in Agen on Friday. The deal will also include perimeter board advertising and sampling activity.

Nestl's brand manager for Lion, Amber McNaughton, said: "We're delighted to be involved in this sponsorship. There is a close similarity between the profile of rugby league followers and the target market of Lion and, on top of that, what could be more appropriate than Lion sponsoring the Lions?

"It's a challenging bar for a challenging sport."

However, Nestl UK would not comment on the possibility of their striking any kind of deal with Wasps.

Press officer Marie Fagan said: "I cannot speculate at the moment about future rugby league sponsorships."

Meanwhile, RFL commercial director Neal Coupland said: "The GB Rugby League team have always been known as the Lions so this partnership with Lion bar is highly appropriate.

"This relationship with a major international business like Nestl is further evidence of the increasing commercial vibrancy of rugby league."

Great Britain play three Test matches against Australia in Rugby League's Ashes series on November 11 at Huddersfield's McAlpine Stadium, November 17 at Bolton's Reebok Stadium, Bolton, and November 24 at Wigan's JJB Stadium.

Updated: 10:32 Tuesday, October 23, 2001