Menu
Marketing and Sponsorship

Heineken Kicks Off Rugby World Cup Sponsorship With Beefed Up Marketing Strategy

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).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Global/Issues/2015/07/01/Marketing-and-Sponsorship/Heineken-RWC.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Global/Issues/2015/07/01/Marketing-and-Sponsorship/Heineken-RWC.aspx

CLOSE