Grand Slam Champs Sign New Deals
The Welsh Rugby Union has announced new partnerships with Cardiff-based brewer Brains, who will continue as WRU’s official ale, and Dutch brewing company Heineken International, who joins as the official lager and cider partner of the organisation – with Heineken and its subsidiary brands Foster’s and Strongbow set to be made available at the 74,500-capacity Millennium Stadium.
Both deals will commence in June and will run until 2016.
WRU chief executive Roger Lewis said: ‘The partnership with Brains has always been strong and this new, complete deal with Brains and Heineken combined, further cements that relationship.’
‘These brands are both extremely strong and therefore amalgamate effectively with the WRU brand and we are delighted to be able to continue to grow this relationship over the next four years. We have experienced three Grand Slam victories in the time Brains have been one of our partners and the four Heineken Cup matches hosted at the Millennium Stadium have all been commercially successful for both the WRU and Heineken and we look forward to more successes in the future.’
Brains chief executive Scott Waddington commented: ‘Since 2004 more than a million pints of Brains have been sold in the Millennium Stadium and countless more in Brains pubs on match days. We’re delighted that the strong relationship we’ve established with the WRU will continue and look forward to starting a new marketing partnership in the UK with Heineken who are one of world sport’s foremost sponsors.’
‘It is fantastic to have been able to celebrate the Welsh rugby team’s achievements over the last eight years and we’re predicting more of the same for the next four years. With a bit of Brains’ positive thinking, here’s to becoming the ‘official ale of World Cup winners 2015′.’
Lawson Mountstevens, UK On Trade at Heineken managing director, added: ‘Heineken and Foster’s are both showing strong growth in Wales and the new agreement signals our commitment to maintaining this brand momentum to drive sales still further in the country.’
‘Strongbow has long been the most popular cider in Wales and the new partnership will bring the nation’s favourite cider brand back to the Millennium Stadium. Having hosted four Heineken Cup finals in the last ten years, we know the Millennium Stadium offers an outstanding showcase for our brands and, as an official sponsor and supplier to the London 2012 Games.’
