Heineken Ireland has consolidated its position within Irish Rugby at provincial level by signing a long term extension to its position as Official Pourage and Sponsorship Partners to Connacht Rugby.
The deal will extend to the €30 million redevelopment of the Sportsground in Galway that will get underway shortly.
The two organisations have worked closely together over the last number of seasons to enhance the matchday experience at the Sportsground, collaborating on the popular Clan Bar and Heineken Clubhouse.
Among the plans in place for the coming season are exclusive behind-the-scenes tours on Heineken Champions Cup match-days, including a commemorative coin-toss with both captains.
The Heineken brand is synonymous with rugby on a global scale thanks to its title sponsorship of European club rugby’s premier competition – the Heineken Champions Cup for over 27 seasons.
It also signed a long term extension with Ulster Rugby at the start of this season.
“Heineken Ireland is one of Connacht’s most established partners,” said Head of Commercial & Marketing Philip Patterson.
“They are a proud supporter of rugby across the globe and in particular in Europe and it is therefore great to announce this deal just as our bars and hospitality area reopens to supporters at The Sportsground.”
“We’re all looking forward to continuing to work with the team at Heineken in the years ahead and realising our ambitions for both organisations.”
“Heineken has a long-established and proud association with rugby in Ireland,” added Ronan McCormack, Senior Brand Manager, Heineken Ireland.
“Central to this is our long-standing relationship with our partners at Connacht Rugby. We look forward to developing this relationship and supporting Connacht in their great work in growing the game of rugby for all in Connacht.”
“It will be fantastic to see their loyal and passionate fans being able to enjoy a Heineken or Heineken 0.0% with friends on big match-day occasions once again, in the truly unique and atmospheric setting that is the Sportsground in Galway.”
Sport for Business Perspective
This is a timely announcement ahead of the kick off weekend for this season’s Heineken Champions Cup.
It keeps a 2-2 split in terms of provincial beer sponsorships between Heineken and Guinness.
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