Heineken Renews World Rugby Deal
World Rugby and Heineken have extended their long standing partnership, announcing that the beer brand has renewed as a worldwide partner for the Rugby World Cup 2019 in Japan.
Under the terms of the deal that will extend Heineken’s association with rugby’s showcase event to 24 years, Heineken will also become an official partner of the Women’s Rugby World Cup 2017 and an official sponsor of the World Rugby Awards 2017 in Monaco on 26th November.
To to celebrate, Heineken has released a short film that features ambassador and rugby player Scott Quinnell sharing his Rugby World Cup memories with a twist.
World Rugby and Heineken have stated they aim to build upon the success of the coin toss and back stage activations run at Rugby World Cup 2015, while Heineken will also enjoy exclusive pourage rights across the 12 match venues.
World Rugby Chairman Bill Beaumont said: “Heineken is a brand steeped in Rugby World Cup history and we are delighted to be extending one of the most well-known and successful relationships in the sport.
“With the pool draw, match schedule and ticketing launch all taking place this year, 2017 is important for hosting preparations and we are delighted that we will be embarking on this exciting journey with the full support of Heineken.”
Heineken global sponsorship director Hans Erik Tuijt said: “Rugby has been a part of Heineken’s brand DNA for more than 20 years, and we look forward to continuing this through to Japan 2019.
“As a beloved sport and event enjoyed by fans around the world, Rugby World Cup 2019 will yet again allow Heineken to create engaging experiences for fans at the tournament and at home in the 20 participating countries and beyond. This activity complements our other long-standing global partnership platforms; Formula One, UEFA Champions League and James Bond.”
Heineken follows Emirates in renewing as a Rugby World Cup 2019 worldwide partner and Canon as an official sponsor.
Image: ©Getty Images
