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Heineken extends partnership with Brazilian Rugby Confederation

Dutch beer brand Heineken has extended its partnership with the Brazilian Rugby Confederation until 2020.

Heineken said it plans to launch a series of activations in Brazil in 2019, to coincide with the Rugby World Cup in Japan.

The activations will aim to raise the profile of rugby in Brazil, with the long-term goal that Brazil will qualify and compete in the 2023 Rugby World Cup in France.

A longstanding supporter of international rugby, Heineken holds the title rights to the Champions Cup, Europe’s biggest rugby tournament, and is also a sponsor of the Rugby World Cup.

As of this year, Heineken has partnered with the FIA Formula E motorsports series, building on its presence in Formula One.

For more on Heineken’s entry to Formula E sponsorship this season, read our analysis here: ‘Heineken looks to millennials and Gen-Zs in new Formula E deal’.