Heineken Extends Cup Sponsorship

Heineken have renewed their title sponsorship of European rugby’s major club tournament, which is in it tenth year, until 2009.

Heineken have renewed their title sponsorship of European rugby’s major club tournament, which is in it tenth year, until 2009.

The deal – which ends the speculation surrounding the brewers’ possible withdrawal, with Fiat among their potential replacements – coincides with Amarach research released today, identifying the Heineken Cup sponsorship as Ireland’s best overall sponsorship of 2004.

“The major investment that Heineken has made in this tournament and in the execution of its sponsorship, has been integral to the remarkable growth of the Heineken Cup,” said Derek McGrath, chief executive of European Rugby Cup.

“Together, we are determined that this wonderful and engaging tournament can continue to grow for the benefit of the shareholder six unions, clubs and supporters.”

ERC chairman Jean-Pierre Lux added: “The Heineken Cup has developed into the world’s premier club rugby tournament.

“ERC and Heineken can now look forward to embarking on our second decade together and ensuring the Heineken Cup continues to go from strength to strength.”