The deal is an addition to Heineken’s existing rugby sponsorship portfolio, including a partnership with the 2019 Rugby World Cup in Japan. Heineken’s relationship with EPCR began in 1995 under the Heineken Cup, the start of European club competition.
Hans Eric Tugett, Global Sponsorship Director Heineken, on the deal: “This is a good time for Heineken to return as the title partner of the European Rugby Champions Cup. With the tournament expanding into emerging rugby markets like Spain – with last season’s finals in Bilbao – and new cities in existing rugby markets like Newcastle next year, Heineken gets the opportunity to connect with new fans and provide them with a great Bobby experience is. Give it Heineken has been proud to be associated with rugby himself for 20 years and we look forward to working with EPCR to create a platform to develop the competition, in Europe and beyond. In addition to the title and exhibition rights, the rights package has a wide range of activation options. Digital prospects in particular are expected to do a lot. ‘
Responsible alcohol consumption
In line with Heineken’s global sponsorship portfolio such as the Rugby World Cup, Champions League and Formula 1, the beer brand will also use this platform to communicate about alcohol consumption through the Hanniken Responsible Program. Vincent Gillard, EPCR CEO commented: ‘After having the Heineken Cup for almost 20 years, we have developed the competition over the last 4 years under the headline:’ Champions Cup, who is going to win ‘. Heineken indicated that after working as a founding partner for 4 years he would like to return as the title partner. EPCR would like to take the next step with the competition and is therefore happy that Heineken wants to return as the title partner. Heineken has a long history with rugby and because of the wide reach they are able to build with their brand, we see further growth guaranteed by the competition.
The Heineken Champions Cup will be aired on open TV networks in the United Kingdom, Ireland and France from 2018/19, among many international TV broadcasters in the US, among others, meaning that the greatest reach can ever be achieved.