Not the Heineken Cup, sponsored by Heineken

  • Rugby
  • Monday, 06 Oct 2014

LONDON (Reuters) - After replacing the Heineken Cup with the Rugby Champions Cup, organisers of the new competition announced on Monday that their "founding sponsorship partner" will be -- Heineken.

The Heineken Cup was Europe's blue riband club tournament from 1995 to 2014 but, after a long and acrimonious fight featuring threats of boycotts and legal action, it was scrapped and replaced with a similar competition.

European Professional Club Rugby (EPCR) announced on Monday that the Dutch brewer would come back on board, though not as a title sponsor, and would also support the new second tier competition, the European Rugby Challenge Cup through to the end of the 2017/18 season.

EPCR director and executive committee member Paul McNaughton said the launch of the competitions marked the start of a new chapter in the 20-year history of European club rugby

"Building on the rich heritage of the past, both tournaments are set to attract over one million fans in their inaugural season alone and will continue to be the gold standard in professional club rugby," he said.Heineken's global activation director Hans Erik Tuijtsaid said: "We're proud to be part of a new era in European rugby.

The opening group matches take place on Oct. 16 with the finals of both competitions in London in May.

The new Rugby Champions Cup differs from the defunct Heineken Cup in qualification criteria, distribution of revenue and it enjoys a new TV rights deal.

(Reporting by Mitch Phillips; Editing by Ossian Shine)

Article type: metered
User Type: anonymous web
User Status:
Campaign ID: 1
Cxense type: free
User access status: 3

Did you find this article insightful?


Next In Rugby

Sale Sharks appoint former captain Sanderson as new director of rugby
Australia open to hosting 'mini World Cup', says RA chairman
Rugby: Japan to launch new professional league in 2022
Wales fullback Williams to miss Six Nations opener due to ban
Rugby: European tournaments will go straight to knockout rounds - Childs
Start of Japan's Top League delayed due to COVID-19 outbreaks
Kobe latest Japan Top League club to report positive COVID-19 cases
Women's Six Nations postponed, men's competition to go ahead as scheduled: RFU
England prop Sinckler to miss Six Nations opener with Scotland due to suspension
France seek safety assurances from England, Ireland before Six Nations

Stories You'll Enjoy