Heineken returns as headline sponsor of European Rugby Champions Cup

Under the sponsorship of Heineken®, the EPCR tournament will be re-named the ‘Heineken® Champions Cup’.

With Heineken and the European Professional Club Rugby (EPCR) partnering up, they hope to expand their fan-base and continue the longstanding relationship between the two groups.


Brand Central

5 June 2018

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Heineken has announced it will return to the pinnacle of European Club Rugby with the headline sponsorship of the prestigious European Champions Cup. The new agreement with the tournament’s organisers, European Professional Club Rugby (EPCR), will see Heineken, the world’s leading international premium beer brand, once again become the main partner of rugby’s leading European club tournament.

As part of the new four year deal starting from the 2018/19 season, the tournament will be re-named the ‘Heineken Champions Cup’. It will add to Heineken’s wider rugby portfolio, which also includes the Rugby World Cup 2019 sponsorship. Heineken’s relationship with EPCR, dates back to 1995 when the two joined forces to launch this well renowned club competition.

Maggie Timoney, MD, Heineken Ireland said: “It is an exciting time for Heineken to return as the main partner to the European Rugby Champions Cup, especially here in Ireland, given the recent success of the Irish teams.”

Vincent Gaillard, EPCR CEO, said: “We have substantially developed the Champions Cup over the past four seasons and it is fitting that at such an exciting time for the tournament, we welcome back a world-leading brand in Heineken. They are steeped in rugby history and inextricably linked with the heritage of European club rugby and we are delighted to be embarking on this journey with their full support.”

The Heineken Champions Cup in 2018/19 will be broadcast free to air in the UK, Ireland and France, alongside a host of official international broadcasters, producing the biggest TV audience in the history of the European Club Rugby competition.



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