Heineken Returns To European Rugby As Champions Cup Sponsor
By Shantanu Srivastav | June 4, 2018
European Professional Club Rugby (EPCR) has confirmed the return of Heineken as the title partner of the Champions Cup from next season.
The four-year partnership will see the competition renamed as the Heineken Champions Cup.
Europe’s premier club knockout tournament was previously sponsored by the brewing giant between 1995 and 2014.
EPCR Chief Executive, Vincent Gaillard, said of the deal: “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.”
Hans-Erik Tuijt, Global Sponsorship Director at Heineken, added: “It is an exciting time for Heineken to return as the main partner of the European Rugby Champions Cup. The expansion of the tournament to emerging rugby territories (Bilbao 2018) and new cities in traditional strongholds of European rugby (Lyon 2016, Newcastle 2019) provides Heineken with the opportunity to create engaging fan experiences and brings our association with rugby to new audiences throughout Europe.
“Heineken is proud to have had a close association with rugby for over 20 years and we look forward to working alongside EPCR to provide a platform to continue to develop the competition across Europe and beyond.”
The 20-team Champions Cup was won this season by Leinster.