Heineken appointed RWC 2015 Worldwide Partner

(Rugby News Service) Friday 21 October 2011
Heineken appointed RWC 2015 Worldwide Partner

AUCKLAND, 21 Oct. - Rugby World Cup Limited (RWCL) has announced the appointment of Heineken as Official Beer Supplier and a Worldwide Partner for Rugby World Cup 2015 in England.

The agreement extends Heineken’s long-standing association with Rugby’s showcase event. Heineken first partnered with Rugby World Cup in 1995 and is a Worldwide Partner of Rugby World Cup 2011.

The relationship sees Heineken maintain access to a package of worldwide rights, including 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 notably digital content rights to use across social media channels.

RWCL Managing Director Mike Miller said: “Rugby World Cup Limited is delighted to be is extending our hugely successful partnership with Heineken as this furthers an already long-standing relationship with a partner that understands and shares our values and vision.”

“Rugby World Cup is now firmly established as one of the world’s premier sporting tournaments and having a globally recognisable brand such as Heineken, who have shown a continued commitment to supporting global Rugby, as a Worldwide Partner for Rugby World Cup 2015 is particularly important to helping the IRB promote the international growth of the Game.”

Alexis Nasard, Chief Commercial Officer, Heineken, added: “As the world’s most international premium beer brand, we are delighted again to be an integral part of the world’s premier rugby tournament for 2015."
“Rugby World Cup is the world’s third largest sporting event, with a truly global reach. It is a perfect match for Heineken, and allows us to be a genuine part of our consumers’ conversation in a consistent but surprising way. It also gives us the continued opportunity to extend our messaging and execution around Enjoy Heineken Responsibly, the brand's global responsible drinking programme."

RWC 2015 in England will bring Heineken further exciting and innovative opportunities especially in the online environment. RWC 2011 has generated a considerable buzz across the social media network, with Heineken doubling its followers on Twitter and exceeding one million views on YouTube.