European Rugby Champions Cup
Heineken wins back title rights to rugby’s Champions Cup
Dutch premium beer brand Heineken will pay around €5m ($5.7m) per year to return as title sponsor of the European Rugby Champions Cup, from 2018-19 to 2021-22, after four seasons in the role of Official Beer Partner.
Heineken takes a chance on revamped European rugby rights
Premium lager brand Heineken took a “leap of faith” in deciding to sponsor European club rugby’s revamped, elite tournaments because it had doubts about the organiser’s commercial concept, Hans Erik Tuijt, global activation director of Heineken International, told Sports Sponsorship Insider this month.