Heineken's Rugby World Cup sponsorship is underway, with leading rugby players set to star in its TV campaign and upcoming giveaways to bring fans "closer to the action," according to Sara Spary of MARKETING MAGAZINE. The brand "is kicking off the global campaign with a worldwide search for 48 fans to win the chance to open a match with an official coin toss." It "will also roll out limited edition bottles and outdoor, print and digital and a TV ad that will break in August." Heineken "signed former England captain Will Carling to the campaign, as well as Matt Dawson, Scott Quinnell, Rocky Elsom and Shane Horgan, who will take part in an online-only pundit panel throughout the tournament, called the Heineken Rugby Studio." The beer brand will also host live events in the U.K., "supporting this year's trophy tour and giving fans the opportunity to see the Webb Ellis Cup up close." Heineken Brand Dir David Lette said, "Sports is one key, key element [in our marketing strategy]. It really is about world-class experiences, anything we can involve a fan with that really links to a great beer experience" (MARKETING MAGAZINE, 6/30).
