To coincide with the matches, the beer brand will be hosting the Heineken Rugby Studio – a digital show, which will take an irreverent look at the highs and lows of the tournament, with both rugby and non-rugby related guests.
It will also be hosting a series of events in premium bars across the UK to coincide with the RWC Trophy Tour, which runs until 12 September.
Heineken will be displaying the Webb Ellis Cup, with fans able to get their photo taken with it. It will be giving fans the chance to be at the coin toss at a World Cup match, with its Coin Toss Experience contest.
On the retail side, the brand will be offering deals in supermarkets across the UK, and giving away free official merchandise with packs of Heineken in selected stores. Items include scarves and buckets, which are designed to enhance viewers’ experience of watching the match.
Digitally, fans will be able to interact with Heineken’s Rugby Legends, including Jonah Lomu and Will Carling, live, using the hashtag #itsyourcall.
Heineken will also have a presence at the fan zones and at pubs across the UK throughout the tournament, and will activate special fan zones at the stadiums during the matches, which will host large screens, performances and other activities.
A special launch is also planned for late August, but the beer brand is keeping tight-lipped as to what it will entail.
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