Heineken extends Rugby World Cup sponsorship

Beer brand Heineken has extended its worldwide sponsorship of the Rugby World Cup through to 2015.

Heineken announced the new deal on Thursday ahead of the final of the 2011 tournament on Sunday between France and New Zealand. According to The Associated Press, the agreement has taken the brand’s spending on the sport to more than Eur100 million since becoming involved in the competition in 1995. The 2015 Rugby World Cup will be staged in England, with Heineken hoping the Northern Hemisphere competition will help to boost sales in Europe, its strongest market.

Heineken global brand activation manager Hans-Erik Tuijt said the International Rugby Board “is rightly trying to build rugby around the world and we help them with that”. He added: “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.”

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