DHL Express has become the latest addition to the commercial portfolio of European Professional Club Rugby as an official partner of the Heineken Champions Cup and EPCR Challenge Cup.

The agreement will see DHL provide customised logistics solutions for both tournaments while enhancing EPCR’s current suite of commercial partners which includes Heineken, Tissot, the Financial Times, Gilbert and Kappa.

As a long-standing global sponsor of rugby-related partnerships including Munster Rugby, the British and Irish Lions, the Rugby World Cup and Rugby Sevens Series, DHL are well positioned to support the further development of both the Heineken Champions Cup and Challenge Cup as EPCR looks to extend its reach into new markets.

Following the new EPCR shareholder agreement which was concluded earlier this year, and ahead of next month’s opening round of matches in the 2021/22 season, there are a number of initiatives underway, particularly on new digital platforms, to build on the reach of an overall TV audience of close to 32 million last season.

“As we enter an exciting new era for the world’s leading club rugby tournaments, with expansion into new territories and new, improved competition formats, we are receiving excellent feedback from global brands regarding our partnership opportunities,” said François Vergnol, EPCR’s Marketing and Commercial Director.

“In this context, and given our growing global logistics needs and challenges, we are delighted to welcome DHL to our family of commercial partners.”

“DHL has become synonymous with rugby across the globe, with many shared values such as speed, passion, right first time, excellence and teamwork,” added Mike Parra, CEO Americas and Global Head of Sponsorships at DHL Express.

“We are thrilled to join the EPCR family and look forward to delivering for them, both on and off the pitch. Our partnership presents a unique opportunity for us to engage with the teams, our customers and the many fans in Europe, and across the globe and we look forward to playing our part in delivering rugby to the world.”

The new Heineken Champions Cup and EPCR Challenge Cup season gets underway on the weekend of 10/11/12 December with the 2022 finals scheduled for the Stade Vélodrome in Marseille on 27 and 28 May next.

 

Sport for Business Perspective

With the United Rugby Championship becoming a stronger tournament the need for the Heineken Cup to continually step up its offering is clear. Great to see this being delivered, pardon the pun, by this new global partnership.

 

 

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