Heineken has agreed a new long-term sponsorship with Ulster Rugby, which will also see them continue as the Official Pourage Partner at Kingspan Stadium.

The news comes as the public bars at Kingspan Stadium are set to re-open for Friday’s United Rugby Championship opener against Glasgow Warriors, and Ulster players Iain Henderson, Jacob Stockdale and Stuart McCloskey were on hand to welcome the delivery of Heineken products.

The new deal sees the continuation of a decade-long partnership between Ulster Rugby and Heineken.

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, plus top-class live entertainment at the Heineken Quarter bar at Kingspan Stadium.

Heineken will also continue as the title partner of the annual End of Season Awards, and sponsor of the showpiece award – the Heineken Ulster Rugby Personality of the Year – with previous recipients including Ruan Pienaar, Rory Best and most recently, club captain and Lions tourist, Iain Henderson.

The Heineken brand is synonymous with rugby on a global scale thanks to its title partnership of European club rugby’s premier competition – the Heineken Champions Cup – which Ulster famously won in 1999, and its partnership with the Rugby World Cup.

“We are delighted to continue our partnership with Heineken – one of our longest-standing and most established partners,” said Jonny Petrie, Ulster Rugby CEO.

“It’s also fitting that we can announce this good news on the eve of the public bars opening at Kingspan Stadium for the first time in more than 19 months. I know Ulster supporters are looking forward to being able to enjoy Heineken’s premium products on match nights once again.”

“Both Heineken and Ulster Rugby have a proud heritage and a bold ambition to be the market leader in our respective industries, with a commitment to sustainability and building a lasting legacy. Having the support of partners like Heineken is critical to Ulster Rugby realising these ambitions over the coming years.”

“We look forward to continuing to build on Heineken’s commitment to rugby, growing the game at all levels and delivering the best possible fan experiences along the way.”

“Heineken has a long and proud tradition in rugby in Ireland, and an integral part of this is our long-standing partnership with our friends at Ulster Rugby,” added Wojciech Bogusz, Marketing Director at Heineken Ireland.

“The last 18 months or so have been incredibly difficult for both our businesses, however, it is testament to the strength of the relationship between Heineken and Ulster Rugby that we have emerged together, stronger than ever, and looking towards brighter times over the coming seasons.”

“We are truly excited by the plans we have for the partnership. We very much look forward to continuing our support of Ulster Rugby in their efforts to grow the game of rugby for all. Here’s to their wonderful and passionate fans being able to enjoy a Heineken or Heineken 0.0% with friends on big match-day occasions once again, in the unique setting of Kingspan Stadium.”


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