We can exclusively reveal this morning that Heineken is to become the official sponsor of Irish Tag Rugby starting with immediate effect and covering all the leagues and competitions under the control of the Irish Tag Rugby Association.
The two-year deal will see the Tagrugby.ie leagues renamed as ‘Heineken Tag’. The partnership includes the Corporate Cup held each summer as well as the Beach Tag Series.
There were over 20,000 registered players in 2015 and that number is expected to grow again this year with 1,600 teams already registered for the season. The sport is seen as a very social one with mixed teams, ‘pop-up’ locations at rugby grounds and public parks and a strong bias towards young adults with 90% of the players between the ages of 18 and 35.
“We are delighted to welcome Heineken Ireland on board for the next two years and are looking forward to working with them to develop and grow the sport of Tag Rugby here in Ireland,” said Aidan Walsh, General Manager, Tagrugby.ie.
Heineken were one of the main sponsors of the 2015 Rugby World Cup, one of the main partners of the European Champions’ Cup and Challenge Cup, as well as of Ulster Rugby, Connacht Rugby, the Kinsale 7’s and beyond rugby in the UEFA Champions’ League.
“It is one of the biggest sponsors in world sport and we are eager to lean on that experience to help us grow in the coming months and years,” continued Walsh.
“This is an exciting new opportunity for Heineken and one that gives us the chance to connect with even more rugby participants and fans throughout Ireland,” said Heineken Senior Sponsorship Manager Karl Donnelly.
“Tag Rugby is inherently social, which resonates with Heineken, who over the years have facilitated bringing people together through the sport.”
The brand hit the headlines earlier this week when unveiling a shift in strategy towards focusing on mature moderate enjoyment of alcohol.
Supporting an event where participation is a major element as opposed to just watching or being at a venue as a spectator could be seen as another move in that direction.
The deal was facilitated by The Brand Fans who work closely with the brand and also manage stadium engagement programmes at the Aviva Stadium for the IRFU and the FAI.
Join us in the coming weeks for an interview with Karl Donnelly on the Heineken approach to sponsorship in 2016.
