Rugby: Heineken (beer) becomes a global partner (first level) of the 2019 World Cup in Japan

The Dutch beer conglomerate Heineken has renewed and upgraded partnership with World Rugby to become a "global partner" of the 2019 Rugby World Cup in Japan, announced the two entities on 02/03/2017. This is a top-level partnership in the sponsorship hierarchy of World Rugby. Heineken has been a partner of World Rugby since 1995.

As part of the partnership between Heineken and the Rugby World Cup 2019, the Dutch brewer will have visibility on the advertising boards of the 12 stadiums of the competition, as well as match tickets. Heineken will also provide entertainment activations to fans: allow a fan to perform the pre-match toss at a game of the competition, or organise tours of stadiums, behind-the-scenes access at the Rugby World Cup, etc.

Under the agreement, the Dutch brewer is also a partner of the Women's Rugby World Cup in 2017 (in Ireland, from 09 to 27/08/2017) and the World Rugby 2017 Awards Ceremony rewarding the best players and teams in the sport, to be held in Monaco on 26/11/2017. The amount of the partnership is estimated at between €25m and €30m.

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