Heineken extends rugby ties with new online platform Rugby Club
Heineken is hoping to extend the reach of its rugby sponsorship with the launch of a new online platform to engage with fans of the sport.
The Heineken Rugby Club aims to recruit and connect supporters from around the world, and members will be given exclusive rewards and entered into the members’ lottery for match tickets. The platform will also offer recommendations on the best pubs to experience matches and the information on cities for upcoming away fixtures.
To launch the platform Heineken worked with creative agency Rothco to create a brand campaign, which kicks off today (16 March) with an online film. The spot highlights the benefits of opposing fans working together when they have to sing together to get the taps at a pub to run again during a national game.
Karl Donnelly, sponsorship marketing manager at Heineken Ireland, said: “Heineken has a enjoyed long-standing, meaningful relationship with rugby and the Heineken Rugby Club is our exciting and ambitious plan to celebrate rugby fans in a way that’s never been done before. Heineken Rugby Club will look to bring fans together by shining a light on what makes rugby supporters great by giving them a fresh, new way to enjoy the game they love on and off the pitch.”
The first part of the campaign launches in Ireland, but the Rugby Club intends to be rolled out across other rugby nations in stages across 2016.