How Heineken won Rugby World Cup 2015

This case study shows how Heineken Ireland, a global beer brand, built a strong communications campaign and delivered on commercial objectives during the Rugby World Cup (RWC) held in Ireland.

How Heineken won Rugby World Cup 2015

Agencies: Rothco and Starcom

Introduction & Background

For over two decades, Heineken has been a proud supporter of rugby with long standing sponsorships of both Rugby World Cup and the Heineken Cup (now known as the ERCC Champions Cup). We know rugby, we love rugby and we support rugby! The link between Heineken and rugby is not a short-term thing - we have been associated with the game for a long time and it is something we wanted to continue and celebrate. One would assume that all was well with the association -...

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