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Heineken has a long history with Rugby – their involvement with the sport began in the late 1980’s at a regional level in the era when the game was amateur. The two sponsorships at that time were “The Amsterdam 7’s” and “The Welsh Leagues”. 
Heineken expanded and furthered its involvement in rugby over the following years as the game became more global which coincided with the arrival of the professional game and players.
In 1995 Heineken became an Official Partner to The Rugby World Cup staged in South Africa and commenced a strategic partnership with the sport which continues to grow today. Over 3.5 billion viewers watched The Rugby World Cup when it was last staged in Australia in 2003. The partnership with The Rugby World Cup continues in France in 2007.
Heineken continues to support various 7’s Rugby Tournaments throughout the World: namely in Amsterdam, Dubai, Kinsale and many others in Asia.
In 1996 Heineken became the title sponsor to the European Club Tournament: and is to date the only title sponsor of The Heineken Cup. The current partnership agreement is renewed to the end of the 2008/2009 season.
The Heineken Cup has grown in reputation each year and is now considered to be Europe’s Premier Club Rugby competition.
The partnership with the ERC has witnessed the game enjoy continued and growing awareness as well as ever increasing spectator attendances throughout the six participating nations. Its
continued growth in stature is significantly recognised in The Northern Hemisphere.
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