Heineken is to sponsor ITV’s Rugby World Cup coverage in a deal worth over £2 million. It is the first ITV deal where the broadcast sponsor is also a sponsor of the event, with Heineken the official worldwide beer sponsor.
The sponsorship, which will carry credits in the opening and closing titles and break bumpers, will include promotion on cans and posters. Coverage begins in May. Tim Brady, Head of Sponsorship at TSMS, who negotiated the deal, said that the 1991 Rugby World Cup, which was sponsored by Sony was a big success in terms of awareness and sales.
Heineken has been involved in Rugby Union since 1989, sponsoring Welsh club rugby, through the Heineken National League.
Media Jobs
Hello. We have downloaded cookies on your device. Some of these cookies are essential for the website to function. Others are non-essential and are used for analytics and advertising.
We need your consent for these types of cookies.
To withdraw your consent or change your cookie choices, please do this through your browser settings.
Otherwise, click OK to accept and continue.
