Heineken® to open Rugby World Cup 2015 with #itsyourcall

30th June 2015

LONDON, 30th JUNE 2015; Heineken® will open Rugby World Cup 2015 with a multi-platform campaign that brings fans across the world closer to the action.

As a Worldwide partner of Rugby World Cup 2015, Heineken® is searching for 48 fans from across the globe to win a once in a lifetime opportunity to open a match by attending the official coin toss prior to kick off. As well as this ultimate prize Heineken will be producing social content offering an alternative perspective on Rugby World Cup 2015 from the Heineken® Rugby Legends.

Heading the campaign is a ‘who’s who’ of international rugby legends, led by ex-All Black superstar Jonah Lomu and former England captain Will Carling.

Joining them are former South Africa Rugby World Cup winning captain John Smit; Matt Dawson, star of England’s Rugby World Cup winning side and British & Irish Lions scrum-half; former Wales and British & Irish Lions number 8 Scott Quinnell; former Australia captain and one of the country’s most decorated players Rocky Elsom and Shane Horgan, former Ireland and British & Irish Lions winger. Heineken will offer a unique and truly international perspective on the Tournament through the eyes of this elite panel in the lead up to, and during Rugby World Cup 2015.

David Lette, Heineken® Brand Director said: “With this exclusive coin toss opportunity before every match, Heineken® is proud to open Rugby World Cup 2015. We are proud to be rewarding passionate fans around the world with this unique, once-in-a-lifetime VIP experience to get closer to the action. We can’t wait for it all to start!”

Heineken®’s sponsorship of Rugby World Cup 2015 is supported by a global media campaign, commencing in August stretching across OOH, print, digital and television – with Heineken®’s Jonah Lomu and John Smit appearing in a television commercial themed around the official coin toss.

“Rugby World Cup is the pinnacle for any player and this Tournament will be one of the biggest ever. To partner with Heineken® and join such an esteemed group of rugby legends is an honour,” said Lomu. “I was lucky enough to play in two Rugby World Cups, so I know how exciting the Tournament is. This year, I want as many people as possible around the world to enjoy Rugby World Cup 2015 and help get them closer to the action with Heineken.”

In the run up to the Tournament, Heineken will be hosting live events for fans across the United Kingdom. Supporting Rugby World Cup 2015 Trophy Tour, these events will give fans a champion’s eye view of the Webb Ellis Cup in their local, as well as the chance to be part of an official coin toss.

During the Tournament, Heineken will offer fans around the world the chance to take part in the ultimate 2nd screen experience – the Heineken Rugby Studio; a digital preview/review show that will take place across social media. Hosted by Will Carling, the content will feature Heineken’s Legends line up, as well as a number of special guests, who will offer opinion and an irreverent look at the major talking points of Rugby World Cup 2015, with fans able to be a part of the action via #ItsYourCall.

Lette added: “Rugby World Cup 2015 is tipped to be the biggest ever. To celebrate, we want to give fans here in the UK and around the world the ultimate 2nd screen experience that brings another level of enjoyment to the Tournament and really opens Rugby World Cup 2015. Through the Heineken Rugby Studio, we will create an engaging digital experience that gets fans closer to Rugby World Cup 2015 action.”

To find out more information about Heineken’s campaign around Rugby World Cup 2015 and for your chance to open Rugby World Cup 2015, follow @heineken #ItsYourCall


Contact Information

Ross Watson - M&C Saatchi Sport & Entertainment

07894 808 565, ross.watson@mcsaatchi.com

Notes to Editors

-       Further scheduling and details of on-trade, off-trade and on-pack activity will be provided in the upcoming weeks.

-       A full schedule for the Heineken Rugby Show will be shared prior to the tournament

-       The Heineken brand has been involved in rugby at the highest level for over 20 years through sponsorship of the Heineken Cup, European Rugby Champions Cup and Rugby World Cup.


HEINEKEN is a proud, independent global brewer committed to surprise and excite consumers with its brands and products everywhere. The brand that bears the founder's family name - Heineken® - is available in almost every country on the globe and is the world's most valuable international premium beer brand. The Company's aim is to be a leading brewer in each of the markets in which it operates and to have the world's most valuable brand portfolio. HEINEKEN wants to win in all markets with Heineken® and with a full brand portfolio in markets of choice. The Company is present in over 70 countries and operates more than 165 breweries. HEINEKEN is Europe's largest brewer and the world's third largest by volume. HEINEKEN is committed to the responsible marketing and consumption of its more than 250 international premium, regional, local and specialty beers and ciders.

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