Heineken has renewed its partnership with World Rugby ahead of the 2019 Rugby World Cup to be held in Japan.
The deal gives the brand exclusive rights within the alcohol category and extends a link to the sport that goes back at European and global level more than 20 years.
Heineken is the third brand to confirm their involvement with the 2019 World Cup following on from Emirates and Canon.
As additional aspects to the new deal Heineken will also become an Official Partner of Women’s Rugby World Cup 2017, to be held in Dublin and Belfast this August, and an Official Sponsor of the World Rugby Awards 2017 in Monaco on 26 November.
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 is a brand steeped in Rugby World Cup history and we are delighted to be extending one of the most well-known and successful relationships in the sport,” said World Rugby Chairman Bill Beaumont.
“With the pool draw, match schedule and ticketing launch all taking place this year, 2017 is important for hosting preparations and we are delighted that we will be embarking on this exciting journey with the full support of Heineken.”
“Rugby has been a part of Heineken’s brand DNA for more than 20 years, and we look forward to continuing this through to Japan 2019,” added Heineken Global Sponsorship Director Hans Erik Tuijt.
“As a beloved sport and event enjoyed by fans around the world, Rugby World Cup 2019 will yet again allow Heineken to create engaging experiences for fans at the tournament and at home in the 20 participating countries and beyond. This activity complements our other long-standing global partnership platforms; Formula One, UEFA Champions League and James Bond.”
“The continued global prestige and strength of Rugby World Cup is reinforced by the renewed commitment from one of the world’s leading supporters of global sporting events,” concluded World Rugby Chief Commercial Officer Murray Barnett.
“Heineken and Rugby World Cup are a great and natural fit and we are delighted they will be supporting Women’s Rugby World Cup 2017 under the deal.”
Ireland’s bid to host the Rugby World Cup in 2023 will also be decided this year. To read more about the bid and how it is progressing see what Bid Board Director Hugo MacNeill had to say to a Sport for Business audience in January.
