Michael Van Der Poel, Marketing Director, Heineken Ireland, was at that announcement and is looking forward to another great season of top-flight European rugby action.
Heineken is the world's major rugby beer sponsor and proud to be associated with the best Club Rugby Tournament. Our partnership with ERC has created greater attendance and interest in the sport, said Mr Van Der Poel.
The experience' at a Heineken Cup game of enhancing the unique cross border camaraderie with other fans is testimony to the continued support from Heineken and its marketing strategy in promoting the Heineken Cup.
We announced our renewal of title sponsorship of the Heineken Cup in May for a further two years. This follows on eight years that has seen the Tournament grow, and go from strength to strength becoming the premier Club Rugby Tournament in the Northern Hemisphere.
We are proud to have played an integral part in this success. This is following on from our World-wide Partnership with The International Rugby Board at the recent Rugby World Cup in Australia - a tournament deemed their best yet!