Rugby/EPCR: Heineken extends as title sponsor of the Champions Cup from 2022-23

Heineken, a Dutch beer company, has extended as the title sponsor of the Champions Cup from 2022-23, announced EPCR on 19/05/2022. The brand had become the title sponsor of the European Rugby Champions Cup for four years "from the 2018-19 season" on 04/06/2018.

The competition will retain the name of "Champions Cup" in France due to the Évin law (passed in 1991, which forbids the advertising of alcohol and tobacco products in sports). In other countries, the competition will continue to be known as the Heineken Champions Cup. Heineken was the title sponsor of the competition from 1996 to 2014 ("H Cup" in France at the time) for an estimated €8m per season in the final year of the contract in 2013-14. The beer brand remained a sponsor of EPCR for the 2014-2018 period, but for a lower amount (around €3m/season).

Heineken, also a partner of UEFA (including for its women's competitions for 2021-2025), is among EPCR's commercial partners alongside IHG Hotels & Resorts (hotels), DHL (logistics), Tissot ( watchmaker), the Financial Times (media), Gilbert (footballs) and Kappa (equipment…