Marketing

Heineken Light sponsors tag rugby  

Heineken Ireland has replaced Heineken with Heineken Light as partner of the Irish Tag Rugby Association.

The Irish tag league, remained renamed ‘Heineken Light Tag’ for the next two years, sees local and national competitions featuring Heineken Light, Heineken’s lower calorie, lower alcohol beer, through to the end of July.

“There’s a natural fit between Heineken Light and tag rugby” said Jim Geraghty, Senior Sports Brand Manager at Heineken Ireland, “hence why we’ve shifted the sponsorship to our great-tasting, lower alcohol, lower calorie product. The midweek nature of tag rugby means that a lower ABV beer is a perfect match. Heineken Light has the lowest amount of calories of any beer in Ireland, which will also appeal to those fitness-focussed tag rugby players.”

Brewed in Cork Heineken Light is sampling at 110 tag events around the country this season. Specially crafted by Heineken’s master brewers to deliver the trademark great crisp taste and flavour that fans experience from Heineken it has won global awards for its taste.

Tag rugby is an ever-growing sport in Ireland across five counties, with participant numbers passing 20,000 in 2016. This is expected to increase to over 25,000 in 2017 with over 1,600 teams registered on Tagrugby.ie including a large corporate client base.

Heineken’s extensive sports sponsorship portfolio now includes Rugby World Cup 2019, European Rugby Champions & Challenge Cup, Ulster Rugby, Connacht Rugby, Kinsale 7s and the UEFA Champions League.

 

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