RLWC 2013 scores dual drinks deal

Rugby League World Cup 2013 has agreed sponsorship deals with Thai beer brand Singha Beer and cider brand Kingstone Press.

Singha Beer will serve as the official beer of the World Cup, while Kingstone takes on the official cider category.

Singha Beer will be available from both bars and roving sellers at many of the 21 venues staging the 14-nation tournament and will have prominent television exposure at all 28 matches.

Similarly, Kingstone Press benefits from perimeter board advertising at all stadia, matchday advertising and a host of activation opportunities. Its operating company, Aston Manor Cider, will increase investment in billboard advertising, in outlet activity and consumer promotions on the back of the deal having recently sealed distribution agreements with supermarket chains Tesco and Asda.

Kingstone Press has an established relationship with rugby league in the UK after reaching a deal in February with the RFL governing body to become the title sponsor of its Championship league and an official partner to the England rugby league team.

Singha’s sporting presence in the UK comes courtesy of official partner status with English Premier League football teams Manchester United and Chelsea.

Rugby League World Cup 2013 gets under way tomorrow when England takes on Australia and Wales meets Italy in a double-header at Cardiff’s Millennium Stadium.