Heineken has agreed a new five-year contract with Ulster Rugby meaning the brand will be the official Pouring Rights Partner at Kingspan Stadium until at least 2020.
The new agreement further extends an already successful partnership between Heineken and the province that has seen both work closely together on delivering a great fan experience at Kingspan Stadium.
As well as Heineken’s portfolio of drinks being served in every bar at the ground, the brand has also successfully delivered supporters’ nights, live music, VIP fan tours and meet-the-player events at Kingspan Stadium.
It has invested heavily in facilities as part of the redevelopment of the stadium and one of the bars under the new grandstand is now called the ‘Heineken Quarter’. With entertainment, player appearances and special offers.
Kingston Stadium is a likely venue for the Rugby World Cup 2023 bid and has been part of a surge of big wins for Belfast in a sporting context lately.
It is likely though that the branding of the stadium will look different from normal in two weeks time when it becomes the venue for the first ‘Destination Final’ of the Guinness PRO12 tournament which is already a sell out.
“Heineken is incredibly proud of its relationship with Ulster Rugby” stated Leza Nulty, Commercial Manager for Heineken Northern Ireland.
“Both Heineken and Ulster Rugby share a common goal to grow in stature both locally and internationally. Our relationship with Ulster Rugby is a crucial part of our rugby strategy with the brand a Worldwide Partner to Rugby World Cup 2015, a Tournament Partner to the European Rugby Champions Cup & Challenge Cup and now an official Pouring Partner of Ulster Rugby until 2020.”
“Heineken is a world-famous brand that is renowned throughout rugby for its commitment to supporters,” added Ulster Rugby’s Head of Sales and Marketing Fiona Hampton.
“They are the perfect partner for Kingspan Stadium and through innovative engagement with fans they have become one of the reasons why an Ulster Rugby match night is such a fantastic experience.”
