Greene King sponsors England rugby
Greene King has signed to sponsor the England rugby team in its biggest ever deal.
In a multi-million pound investment over four years, Greene King IPA will become a major presence at Twickenham and be served in all the bars.
It will also have its own dedicated "Greene King IPA pub" in the west car park at the home of England Rugby, which will serve cask ale.
Paul Vaughan, business operations director for the Rugby Football Union said of the deal: "We're excited to have Greene King IPA on board, it is a quality product and will be highly effective as a brand in the stadium.
"We're equally enthusiastic about the unique infrastructure Greene King brings with it to this sponsorship.
"The team at Greene King are experienced in deals of this kind, and with their pub estate they have a real point of difference as they can engage fully with rugby fans who aren't able to attend international games at Twickenham."
All of Greene King's pub estate will become the Official Supporters' Pubs of England Rugby, with in-pub promotions running over the rugby season and for every England match. There will also be opportunities for Greene King IPA drinkers across the country to win tickets to watch England play at Twickenham.
Justin Adams, managing director of Greene King Brewing Company said: "Greene King IPA and the RFU are a perfect match. England Rugby is a national institution, and there has always been great synergy between rugby and real beer. Fans of rugby tend to appreciate quality ale, and as Greene King IPA is the nation's favourite real ale, it's fitting for it to be the sponsor of England's World Cup winning rugby team.
"We know that over 10 million ale drinkers watch rugby on TV, and that over 3 million attend the games. So this sponsorship gives Greene King a powerful new way to connect with our consumers and pub-goers and allows our pubs a great opportunity to offer new and exciting promotions."
