Media: Heineken in rugby tie

Heineken has signed a pounds 1m broadcast sponsorship deal with ITV which will see the brand headline the channel’s rugby coverage until the year 2000.

Heineken has signed a pounds 1m broadcast sponsorship deal with ITV

which will see the brand headline the channel’s rugby coverage until the

year 2000.

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

bumper breaks.

’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



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug