Heineken is prioritizing brand loyalty, not awareness, for its sponsorship of the Rugby World Cup "as it looks to exploit what some industry observers predict will be the biggest tournament to date to target already engaged fans of the beer," according to Seb Joseph of THE DRUM. The brewer "is relying on emotional association rather than the mere exposure effect to maximise value beyond brand visibility and website traffic." It "is a departure from Heineken’s awareness-driven approach for other sponsorships such as the UEFA Champions League." It "allows for a more audience-focused approach that ensures the tournament and not the brand is the focus with Heineken crafting digital utilities, to enhance the experience; before, during and after games." Specific campaign plans "are being kept under wraps for now" but the brewer teased that it would form its “biggest marketing” platform for the year. Heineken Global Sponsorship Manager Tim Ellerton said that "the loyalty focus stems from its long-running ties to the event, which date back to 1995, as well rugby fans showing more affinity to sponsors in general." According to Repucom, half of rugby fans (49%) "are more likely to choose the products of an official partner over rival brands," marginally more than tennis fans (46%) and football supporters (45%). Ellerton said, "Rugby is a really strong marketing tool for us largely because a lot of rugby fans are already loyal Heineken consumers. We’re already talking to a captive audience who actually like our brand and our products." It "is a belief shared by fellow sponsor Coca-Cola, which has boasted its own activations will be the biggest ever in its 20-year association with the event." The drinks maker "will be hoping to ride the wave of popularity the sport is gaining in markets such as Japan and Africa to spark a sales windfall in the latter part of the year" (THE DRUM, 1/5).
