Heineken extends RWC sponsorship

Heineken has revealed it is extending its sponsorship of the Rugby World Cup until the next tournament in England in 2015 – with the tournament in four years time set to mark Heineken’s 20 year involvement in the sport.

The beer brand has been sponsoring the Rugby World Cup and European club trophy, the Heineken Cup, since 1995.

The new deal takes spending on the sport by Heineken to more than €100m since the 1995 tournament.

The 2011 event concludes this Sunday when hosts New Zealand take on France at Eden Park in the final – an event that research from Mastercard predicts will generate £40m for the regional economy.