SBD/October 21, 2011/Marketing and Sponsorship

Heineken Extends Sponsorship Of Rugby World Cup Through '15 Event In England

Heineken is “extending its status as official beer supplier and worldwide partner with the Rugby World Cup to cover the 2015 World Cup in England, in a move that will push its total investment in rugby past £100M,” according to Gemma Charles of MARKETING magazine. The agreement “continues the lager brand's long-standing association with international rugby, having first sponsored the Rugby World Cup in 1995.” The deal allows Heineken the use of Rugby World Cup 2015 “event marks and designations in promotional tie-ins, pouring rights around stadia at all official Rugby World Cup outlets, and most digital content rights to use across social media channels.” Heineken Chief Commercial Officer Alexis Nasard said the deal was part of the brand’s strategy to concentrate on "fewer, larger and high-quality properties to get the maximum benefit from our business investments" (, 10/21). Industry execs said that Heineken “has been the most effective official sponsor” of the ‘11 Rugby World Cup. Heineken “launched a TV campaign, in tandem with an on-screen ticker, activation in pubs and bars, a large fan zone in Auckland and digital agency Holler's ‘Live Kick’ smartphone app” (, 10/21). This is Heineken’s “fifth partnership with the event, having been a backer in 1995, 2003, 2007, and 2011” (, 10/20).
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