Heineken Champions Cup

  • Rugby Champions Cup Set To Partner With Heineken

    The new European Rugby Champions Cup is set to partner up with Heineken, the brand that held the title sponsorship of the previous incarnation of the tournament. The Rugby Paper reports that the lager brand will pay around £4 million per year to become one of five major sponsors of the new tournament, which will begin this season. Other companies rumoured to be in the running are Turkish Airlines and Allianz, who sponsor Saracens. Heineken are reportedly expected to become the first brand to co...

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  • Face-To-Face With... Tim Ellerton

    Global sponsorship manager at Heineken Tim Ellerton spoke to us at the recent IRB World Rugby ConfEx in London. Tim is responsible for Heineken's chief sports properties, including the Rugby World Cup, Rugby Champions Cup and football's Champions League, and he discusses his brand's long standing involvement within rugby sponsorship.

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  • Champions Cup To Partner With XIX

    The entertainment company that masterminded the global branding success of celebrities including David and Victoria Beckham is understood to have reached an agreement with the organisers of the European Rugby Champions Cup to help propel the worldwide profile and commercial value of the new tournament, reports Gavin Mairs in the Telegraph. XIX Entertainment, owned by entertainment guru Simon Fuller, is to be tasked with finding four to six global brands to be sponsor partners of the new Europea...

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  • Saracens To Play Heineken Cup Match in Cape Town

    Saracens will break new ground by playing their Heineken Cup Round 5 match against Biarritz Olympique in Cape Town on Saturday, January 14th, 2012. ERC, organisers of the Heineken Cup, and the IRB have both approved an application by the English Champions to play the match in South Africa, further growing the club’s brand, sponsor network and supporter base. The decision means South Africa will become the 10th country to host action from European rugby’s premier club tournament, which annual...

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  • Heineken On Board As Only Main Sponsors Of New Euro Tournament So Far

    Heineken have become the first main sponsors of the new European Rugby Champions Cup and Challenge Cup tournaments, after previously holding title sponsorship of the competition in its prevous guise. The news comes as tournament organisers have admitted that the bid to sign up to six major sponsors has been unsuccessful thus far and it might be another year until the major partner roster is complete. Heineken claims the deal, which expires in 2018, builds on its positioning as the only brand "co...

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  • ERC Officials To Run New Champions Cup

    The inaugural season of the new Rugby Champions Cup will be run by staff from European Rugby Cup (ERC), the very organisation it is replacing. The Daily Telegraph has reported that ERC employees are poised to administer the new competition for the whole of next season.  European Professional Club Rugby (EPCR), the new umbrella governing body based in Neuchatel, Switzerland, has reportedly entered into a "service agreement" with ERC, providing the Dublin-based company with a stay of execution,...

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  • Heineken Prioritises Loyalty Over Awareness In RWC Sponsorship

    Rugby World Cup sponsor Heineken is prioritising loyalty over brand awareness as it looks to exploit rugby's premier global competition. Marketing website The Drum reports that the brand, which is synonymous with the sport thanks to its years of involvement, is relying on emotional association rather than the mere exposure effect to maximise value beyond brand visibility and website traffic. The approach will be a departure from Heineken's awareness-driven approach for other sponsorships such as...

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  • Heineken Extend RWC Involvement To 24 Years

    Heineken has renewed with World Rugby as a worldwide partner for Rugby World Cup 2019 in Japan. The deal will extend the brewer’s association with rugby’s showcase event to 24 years. The company will also become an official partner of Women’s Rugby World Cup 2017 and an official sponsor of the World Rugby Awards 2017 in Monaco on 26 November. Aligned in the mission to inspire and celebrate unforgettable moments, World Rugby and Heineken aim to build upon the success of the coin toss and ba...

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  • Heineken's grassroots initiative

    The Heineken 10s, which will kick off this autumn, is the first ever-national club 10s tournament in England, with 16 different clubs nationwide hosting matches for over 3,500 amateur players. As part of the tournament, Heineken will also be investing further in grassroots rugby via a special Heineken legacy fund, which will enable clubs to make improvements to their clubhouses. England World Cup winner Will Greenwood, who will act as ambassador for the tournament, said: “The Heineken 10s repr...

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  • Ellerton Departs Heineken For BOA

    The British Olympic Association (BOA) has announced Tim Ellerton as its new commercial director. Ellerton, who was previously Heineken’s global sponsorship manager, will start in the post in the new year. He will head up the BOA’s commercial operations and revenue generating activities including commercial partnerships, sponsorship, licensing, fundraising, and retail. He will also be part of the BOA’s senior leadership team. During his eight years at Heineken he was responsible for the com...

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