The new agreement with the sport’s governing body, World Rugby, will see Heineken continue as an official partner of rugby’s leading global tournament. But the partnership also plays an important role in supporting the brand’s global business growth objectives.
Heineken’s relationship with World Rugby – one of the most recognisable and longest-standing partnerships in sport – dates back to 1995. The new deal encompasses Rugby World Cup 2019, 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 popular 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 ticket giveaways. To celebrate, Heineken has released a short film that features ambassador and rugby legend Scott Quinnell sharing his Rugby World Cup memories, with a hidden twist.
“Heineken has enjoyed a close association with rugby for over 20 years,” said Hans Erik Tuijt, Heineken’s Global Sponsorship Director, “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 compliments our other unique global platforms: Formula One, UEFA Champions League and James Bond.”
World Rugby Chairman Bill Beaumont added, “Heineken is a brand steeped in Rugby World Cup history and we’re 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’re delighted that we’ll be embarking on this exciting journey with the full support of Heineken.”