Heineken and Rugby
Heineken's involvement with the sport began in the latter part of the 1980's with the involvement in both the Amsterdam Sevens and Welsh leagues.

Heineken furthered its involvement in rugby in the form of a partnership with the Welsh leagues. Known as the Heineken leagues, the brand was synonymous with Welsh rugby for the latter part of the 1980's and 1990's.

In 1995 Heineken took the major step of partnering the Rugby World Cup in South Africa and so started the strategic partnership with the sport which continues to grow today.

In 1996 Heineken then became the Title Sponsor to the new European Club tournament, and to date is the only sponsor of the Heineken Cup. The partnership has spanned seven successful years and the tournament continues to grow in stature and is regarded as the premier club tournament in the Northern Hemisphere.

For further information about Heineken, please visit our web site - www.heineken.com

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