Heineken has claimed that the millions of pounds it pumped into sponsoring the Rugby World Cup has been worth it despite a new social media report revealing the brand was outperformed by rival Guinness.
The brewer had high hopes for its tie-up with the tournament, which includes a ban imposed on the Diageo-owned stout being sold at stadiums. It was an ambitious deal given Guinness’ deep-rooted ties to the sport, with Heineken hoping to emphasise its own ties having first sponsored the contest in 1995 as well as being one of the major sponsors of the European competition.
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Source: The Drum
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