20 years on, Heineken continues to consolidate ownership of World Cup Rugby

Heineken is extending its status as official beer supplier and worldwide partner of the Rugby World cup to the 2015 version scheduled to take place in England
This extension brings the brand's investment in Woirld Cup Rugby to more than 100m pounds over a 20 yera period.  rights include access to all Rugby World Cup 2015 event marks, promotional tie-ins, pouring rights and most digital content rights to use across social media channels.
"Part of the strategy is to concentrate on fewer and higher quality properties to get the maximum benefit from our investments" said a Heineken official
In 2011, Heineken's "This is the Game campaign included digital content featureing rugby legends Will Carling, Zinzan Brooke, Matt Burke, Scott Quinnell and Rob Henderson along with entertainment and sporting celebs such as Stephen Fry and Rio Ferdinand
Fans have been able to engage with the content across Heineken's digital platforms on YouTube, Facebook and Twitter
Heineken hopes to build on the digital foundations of the 2011 activity to further engage with the growing rugby audicne in the 2015 tournament.