Heineken makes it official for 2011

27 March, 2009

Heineken has signed up as the official beer of the 2011 rugby union World Cup to be held in New Zealand.

The Dutch brewer said it would begin marketing activity around the sponsorship in late 2010, building up to the tournament the following autumn.

It's the fourth time that Heineken has been an official partner of the tournament, and it aims to tap into a worldwide TV audience which reached 4.2 billion in 2007.

World Cup chairman Bernard Lapasset described the deal as a "massive boost for the tournament".

He added: "The strength of the commercial programme is important to the delivery of a good world -class tournament ."

Heineken has been title sponsor

of Europe's main club competition

since 1995.

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