Heineken extends European rugby sponsorship
Heineken has agreed to extend its title sponsorship of the European Rugby Cup (ERC) for a further four years.
The deal with the ERC extends Heineken's sponsorship until 2013 — it began just one day after the first match in the tournament on 1 November 1995. The first game of the Heineken Cup this season will be number 923.
"Heineken is delighted to continue the Heineken Cup sponsorship," said Heineken regional president Western Europe Didier Debrosse. "We value the partnership with ERC and are committed to support the fantastic relationship Heineken has with the best international club rugby tournament.
"The Heineken Cup has achieved positive growth, awareness and prestige each year since its foundation in November 1995. It is a pleasure for Heineken to continue to bring this unique, qualitative, and passionate rugby experience to all its supporters across Europe and beyond."
ERC chairman Jean-Pierre Lux added: "The partnership between ERC and Heineken has grown to be something very, very special in rugby union. With the support of Heineken we have nurtured the Heineken Cup and created a tournament which has earned the respect and admiration of the rugby playing world.
"I would like to thank everyone connected with Heineken for their loyalty, enthusiasm and commitment to our great tournament and for the fundamental role they have played in the Heineken Cup's development."
