Heineken tackles Rugby World Cup


Heineken has signed an agreement with World Rugby which will see the beer brand continue as an official partner of the Rugby World Cup.

Heineken’s relationship with World Rugby dates back to 1995. The new deal encompasses Rugby World Cup 2019 in Japan, Women’s Rugby World Cup 2017 and the World Rugby Awards 2017.

As a Worldwide Partner for Rugby World Cup 2019, Heineken will continue its match traditions across the 12 venue tournament, such as the Heineken Coin Toss and the Heineken Back Stage Stadium Tour. The partnership will also include exclusive pouring rights, LED pitch boarding exposure and tickets giveaways. To celebrate, Heineken has released a short film that features Scott Quinnell sharing his Rugby World Cup memories, with a hidden twist.

Hans Erik Tuijt, Global Sponsorship Director, Heineken, said: “Heineken has enjoyed a close association with rugby for over 20 years. Rugby World Cup will again enable Heineken to create engaging experiences for fans at the tournament and at-home in the 20 participating countries and beyond. This partnership complements our other unique global platforms; Formula One, UEFA Champions League and James Bond.”

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 an important year for hosting preparations. We are delighted that we will be embarking on this exciting journey with the full support of Heineken.”