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Sponsorship Rugby World Cup

Heineken extends Rugby World Cup sponsorship deal to 2015


By Stephen Lepitak, -

October 21, 2011 | 2 min read

Beer brand Heineken has extended its sponsorship of the Rugby World Cup as its official beer supplier for the 2015 tournament in England.

The agreement will extend the brand’s association with international Rugby, having first sponsored the Rugby World Cup in 1995.

The partnership will see Heineken continued to receive access to a package of worldwide rights including event marks and designations in promotional tie-ins, pouring rights around stadia and digital content rights which will be used across its social media platforms.

Alexis Nasard, chief commercial officer for Heineken, commented: "As the world's most international premium beer brand, we are delighted again to be an integral part of the world's premier rugby tournament for 2015. Rugby World Cup is the world's third largest sporting event, with a truly global reach. It is a perfect match for Heineken, and allows us to be a genuine part of our consumers' conversation in a consistent but surprising way. It also gives us the continued opportunity to extend our messaging and execution around "Enjoy Heineken Responsibly", the brand's global responsible drinking programme."

Hans Erik Tuijt, global brand activation manager for Heineken, said: "We are proud to be continuing our partnership with the Rugby World Cup. The event provides us with a unique opportunity to continue to share stories and further develop our relationship with the growing international rugby audience. The success of our activation be it on TV, Digital and in store during the 2011 New Zealand Tournament reinforces Heineken's decision to continue to partner with the Rugby World Cup. We look forward to making the RWC 2015 in England an even bigger success."

Sponsorship Rugby World Cup

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