The NRL has ruled that the Bulldogs' $2 million sponsorship deal with the Strathfield Group cannot go ahead due to a conflict with the game's major sponsor Telstra.

The club announced the three-year deal in April, but Telstra voiced concerns about the Bulldogs linking up with a company who sell rival Optus products.

Bulldogs chief executive Todd Greenberg said he was disappointed with the decision, but said the club would move on.

"We now have a better understanding of the naming rights sponsorship agreement between the NRL and Telstra and it's clear that our hands are tied with regards to pursuing a partnership with the Strathfield Group or any of their related businesses," Greenberg said.

"We have worked closely with the NRL in recent weeks in an attempt find a workable solution that was amenable for all parties.

"We were hopeful that such a significant sponsorship could remain in rugby league but unfortunately Telstra have confirmed that they see the Strathfield Group as a genuine competitor," he said.

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