HEINEKEN extends Rugby World Cup sponsorship for RWC 2015 in England
(Thomson Reuters ONE) -
HEINEKEN today announced that it has extended its contract with Rugby World Cup
Limited (RWCL) to maintain the Heineken® brand's status as Official Beer
Supplier and a Worldwide Partner for Rugby World Cup 2015 in England.
The agreement extends the Heineken brand's long-standing association with
international Rugby, having first sponsored the Rugby World Cup in 1995. The
ongoing sponsorship of the Tournament, coupled with its 16-year title
sponsorship of The Heineken Cup, Europe's premier club rugby competition has
made the Heineken brand one of the sport's largest and most important partners.
The extended partnership with Rugby World Cup 2015 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 platforms.
Alexis Nasard, Chief Commercial Officer, HEINEKEN, commented: "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."
Mike Miller, International Rugby Board Chief Executive Officer, said: "The
International Rugby Board is delighted that HEINEKEN is renewing its Rugby World
Cup sponsorship agreement 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 is particularly important to helping the IRB promote the international
growth of the Game", Mike Miller added.
Hans Erik Tuijt, Global Brand Activation Manager, HEINEKEN, said: "We are proud
to be continuing our partnership with the Rugby World Cup. The event provides
us with a unique opportunity to continue to share stories and further develop
our relationship with the growing international rugby audience. The success of
our activation be it on TV, Digital and in store during the 2011 New Zealand
Tournament reinforces HEINEKEN's decision to continue to partner with the Rugby
World Cup. We look forward to making the RWC 2015 in England an even bigger
success."
While the cumulative global television audience of Rugby World Cup is over four
billion, digital media has been an integral part of this year's Tournament and
Heineken has been at the forefront of this initiative. Heineken's Rugby World
Cup 2011 sponsorship campaign, entitled 'This Is The Game', included digital
content featuring rugby legends Will Carling, Zinzan Brooke, Matt Burke, Scott
Quinnell and Rob Henderson, as well as entertainment and sporting celebrities
like Stephen Fry and Rio Ferdinand. Fans have been able to engage with the
content across its online platforms, YouTube, Facebook and Twitter.
RWC 2015 in England will bring Heineken further exciting and innovative
opportunities especially in the on-line 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 by the end of
the Tournament. The total number of 'tweets' mentioning the official RWC
hashtag, #RWC2011, has reached over 1 million. Building on the successful
digital foundations from RWC 2011, will enable Heineken to further engage the
growing global rugby audience during RWC 2015 when the Tournament kicks off in
Twickenham.
ENDS
Notes to editors
About Heineken
Sold in almost every country in the world, Heineken is the world's leading
premium beer brand and New Zealand's number one premium European lager. Heineken
has been the official beer of the 1995, 2003, 2007 and now 2011 and 2015 Rugby
World Cup tournaments. A significant percentage of Heineken's global volume is
consumed in the major rugby playing nations. Heineken has been the title sponsor
of The Heineken Cup - Europe's premier club championship - since 1995 and has
been involved in the International IRB Rugby 7s tournament. Additional
information is available onwww.heineken.com and www.theHEINEKENcompany.com.
About Rugby World Cup 2011
Rugby World Cup is the crown jewel of the sport and a prominent global property
- with television coverage of Rugby World Cup 2007 spanning more than 200
territories, reaching a cumulative audience of 4 billion viewers. Rugby World
Cup 2011 is being held in New Zealand for the first time since the inaugural
event in 1987. Teams representing 20 nations will compete in 48 matches across
12 Host Cities between 9 September and 23 October 2011. The Final will be held
at Auckland's historic Eden Park.
Seewww.rugbyworldcup.com
Press Enquiries
Please direct all press enquiries through our press centre:
Marnie Kontovraki
HEINEKEN International
T: +31 (0) 20 5239 355
E:marnie.kontovraki(at)heineken.com
Gareth Field
Pitch
T: + 44 (0) 7585 902 338
E:gareth.field(at)pitch.co.uk
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Source: HEINEKEN International via Thomson Reuters ONE
[HUG#1556591]
Unternehmensinformation / Kurzprofil:
Datum: 21.10.2011 - 09:00 Uhr
Sprache: Deutsch
News-ID 78820
Anzahl Zeichen: 6865
contact information:
Town:
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Kategorie:
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