Heineken has signed a pounds 1m broadcast sponsorship deal with ITV
which will see the brand headline the channel’s rugby coverage until the
ITV secured the terrestrial rights to all England matches played at
Twickenham and other UK venues earlier this year.
The channel is rumoured to have signed up former England captain Will
Carling to present the programmes.
However, the games will not be shown live as Sky has exclusive rights to
live coverage. Instead, the games will be broadcast after an appropriate
The deal, which was negotiated by media agency Motive, kicks off with
the England/Australia game on November 15 and covers a further seven
matches this season.
The sponsorship package will give Heineken a 15-second credit at the
beginning of the programme, a ten-second end credit and five-second
’We view the target market of the sport as appropriate to the Heineken
drinker,’ said Jeremy Wilton, head of sponsorship at Whitbread. ’This
further reinforces our commitment to and involvement in rugby.’
Heineken’s relationship with rugby began with its sponsorship of the
Rugby World Cup in 1995. In 1996, it sponsored the pan-European club
league, which was renamed the Heineken Cup. The brand is also due to
sponsor the Rugby World Cup in 1998.
However, the deal pitches Heineken head to head against rival brand,
Tetley’s, which last month signed up to sponsor the UK club
Tetley’s became sponsor and official beer supplier for the Twickenham
ground, the venue for five of the eight games to be shown on ITV this