It never really went away and for so long as Heineken remained as a partner of the European Champions’ Cup it was always going to be known, at least colloquially as the Heineken Cup or in parts of South Dublin, ‘the Heino’.

That was given an official seal of approval when the brand signed on in a four-year deal to step out of a multi-partner model and back into being front and centre stage as the Titel sponsor.

Read about the Heineken deal on Sport for Business

Yesterday the new visual identity for the tournament was revealed by the London agency who won the contract to design it.

Yes, it’s generally going to have a rugby ball at its core but the way that the design is explained does give some insight into the creative process that goes into producing a great simple design.

“To achieve the dynamic feel of the new identity, we looked at how a rugby ball moves through the air and developed the concept using two separate rings that spin together to create the feel of a turbine engine,” said Designwerk Chief Executive, Cristian Cook.

“The turbine generates immense power and it’s that sort of irresistible energy that we see as the driving force of rugby.”

Now you know if anyone asks and it does come across as clean.

The other element which has been a subtle part of the Heineken branding is the prominence of the star.

You win the tournament, you win the right to wear a star on your jersey. We learned from our recent exclusive interview with Leinster Rugby’s Kevin Quinn how much that matters in terms of players, fans and kit manufacturers.

Read our Sport for Business Interview with Kevin Quinn

This season sees the return to free to air television for the tournament for the first time since 2003 with Virgin Media One having the rights to one game each weekend of the tournament as well as more games in the knock out stages.

Leinster Rugby get their defence of the title under way at the RDS on Friday, October 12th when they host Wasps.

Munster Rugby travel to Exeter Chiefs the following day while Ulster Rugby entertain Leicester Tigers at the Kingspan Stadium that same evening with a 1730 start time.


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