As part of the four-year deal starting from the 2018/19 season the tournament will be re-named the ‘Heineken Champions Cup’ and will add to Heineken’s wider rugby portfolio which includes the Rugby World Cup 2019 sponsorship, UEFA Champions League and Formula 1. Heineken’s relationship with EPCR dates back to 1995 when the two joined forces to launch this club competition.
“It’s an exciting time for Heineken to return as the main partner to the European Rugby Champions Cup” said Maggie Timoney, Heineken Ireland’s Managing Director, “especially here in Ireland, given the recent success of the Irish teams.”
Hans Erik Tuijt, Global Sponsorship Director for Heineken, added, “The expansion of the tournament to emerging rugby territories (Bilbao 2018) and new cities in traditional strongholds of European rugby (Lyon 2016, Newcastle 2019) provides Heineken with the opportunity to create engaging fan experiences and brings our association with rugby to new audiences throughout Europe.”
The Heineken Champions Cup in 2018/19 will be broadcast free to air in the UK, Ireland and France, alongside a host of official international broadcasters, producing the biggest TV audience in the history of the European Club Rugby competition.