Heineken unveils details of Rugby World Cup activations

Heineken will be offering fans the chance to have their picture taken with the Webb Ellis Cup
Heineken will be offering fans the chance to have their picture taken with the Webb Ellis Cup

Rugby World Cup (RWC) sponsor Heineken has a raft of activity planned in the build up to, and throughout, the tournament, which kicks-off on 18 September.

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. 

More Four Rugby World Cup venues

Hiro recruits David Hornby in lead up to Rugby World Cup

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @Georgi_Gyton


Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free