Coca-Cola extends Rugby World Cup relationship

Soft drinks company Coca-Cola has renewed a deal to sponsor the Rugby World Cup for the 2015 edition of the rugby union national team tournament in England.

The deal extends a partnership that began with the 1995 Rugby World Cup in South Africa. Under the deal, Coca-Cola’s water brand, Glacéau Smartwater, and its Powerade sports drink will be available to the tournament’s 20 teams. Coca-Cola will also have exclusive soft drink pourage rights at all of the event’s stadia and fan zones.

To activate the sponsorship deal, Coca-Cola has signed up former Ireland national team star Brian O’Driscoll as a brand ambassador.

“With rugby experiencing unprecedented growth around the world and Rugby World Cup playing a pivotal role in inspiring future fans and players we are delighted to be working with a brand that shares our passion for the sport and its character-building values,” Rugby World Cup Limited chairman Bernard Lapasset said.

Heineken, Land Rover, Société Générale, DHL, Emirates and MasterCard have already signed up as Rugby World Cup 2015 worldwide partners, while Gilbert is the official ball supplier, Canterbury is the official sportswear supplier, Clifford Chance is the official law firm, EY is business adviser, Canon is official sponsor and Sportfolio is master licensee.