Heineken back on board for Euro Cup

BREWING giants Heineken are to return as the title sponsor of Europe’s premier club rugby tournament next season, writes Rob Lloyd.

The European Champions Cup will be known as the Heineken Champions Cup from 2018-19 onwards after a record four-year deal was struck between tournament organisers EPCR and the global brand.

The competition was known as the Heineken Cup until 2014 before a major restructuring.

The number of teams was reduced from 24 to 20 and the tournament was relaunched as the European Champions Cup by the newly-formed body of European Professional Club Rugby (EPCR), who moved their base from Dublin to Lausanne in Switzerland.

Heineken remained on board as a partner, but not as the chief sponsor as EPCR went in search of a major player to back the competition.

That never materialised and the tournament, the premier club competition in the northern hemisphere has remained without a title sponsor — until now.

How much the Welsh regions will be benefit financially from the increased investment in the tournament remains to be seen.

EPCR chief executive Vincent Gaillard said: “We have substantially developed the Champions Cup over the past four seasons and it is fitting that at such an exciting time for the tournament, we welcome back a world-leading brand in Heineken.

“They are steeped in rugby history and inextricably linked with the heritage of European club rugby and we are delighted to be embarking on this journey with their full support.”

Hans-Erik Tuijt, global sponsorship director of Heineken, said: “It is an exciting time for Heineken to return as the main partner of the European Rugby Champions Cup.

“The expansion of the tournament to emerging rugby territories (Bilbao 2018) and new cities in traditional strongholds of European rugby (Lyon 2016, Newcastle 2019) provides Heineken with the opportunity to create engaging fan experiences and brings our association with rugby to new audiences throughout Europe.”

The draw for the 2018-19 Heineken Champions Cup will take place in Lausanne on June 20 with next season’s final taking place in Newcastle.

Irish province Leinster triumphed in Bilbao last month, beating Racing 92 to clinch a record-equalling fourth title.