World Rugby and Heineken have strengthened one of the most recognisable and longest-standing partnerships in sport with the announcement that the premium beer market leader has renewed as a Worldwide Partner for Rugby World Cup 2019 in Japan.
Under the wide-ranging and exciting deal that will extend Heineken’s association with rugby’s showcase event to 24 years, the brewing giant will also become an Official Partner of Women’s Rugby World Cup 2017 and an Official Sponsor of the World Rugby Awards 2017 in Monaco on 26 November.
The partnership will play a central role in inspiring new rugby participants and fans within Japan, Asia and around the world, and to celebrate, Heineken has released a short film that features ambassador and rugby legend Scott Quinnell sharing his Rugby World Cup memories with a hidden twist.

Aligned in the mission to inspire and celebrate unforgettable moments, World Rugby and Heineken aim to build upon the success of the coin toss and back stage activations successfully run at Rugby World Cup 2015, while Heineken will also enjoy exclusive pourage rights across the 12 match venues. 

World Rugby Chairman Bill Beaumont said: “Heineken is a brand steeped in Rugby World Cup history and we are delighted to be extending one of the most well-known and successful relationships in the sport.

“With the pool draw, match schedule and ticketing launch all taking place this year, 2017 is important for hosting preparations and we are delighted that we will be embarking on this exciting journey with the full support of Heineken.”

Heineken Global Sponsorship Director Hans Erik Tuijt said: “Rugby has been a part of Heineken’s brand DNA for more than 20 years, and we look forward to continuing this through to Japan 2019.

“As a beloved sport and event enjoyed by fans around the world, Rugby World Cup 2019 will yet again allow Heineken to create engaging experiences for fans at the tournament and at home in the 20 participating countries and beyond. This activity complements our other long-standing global partnership platforms; Formula One, UEFA Champions League and James Bond.”

World Rugby Chief Commercial Officer Murray Barnett added: “The continued global prestige and strength of Rugby World Cup is reinforced by the renewed commitment from one of the world’s leading supporters of global sporting events.Heineken and Rugby World Cup are a great and natural fit and we are delighted they will be supporting Women’s Rugby World Cup 2017 under the deal."

Heineken follows Emirates in renewing as a Rugby World Cup 2019 Worldwide Partner and Canon as an Official Sponsor. With excitement building, World Rugby is confident that the commercial programme will be finalised in record time with record value, underscoring the prestige of the Rugby World Cup brand in the global marketplace.

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