Extending the reach of its Rugby sponsorship, Heineken together with its agency Rothco, has opened an online platform for fans.
Heinekenrugbyclub.com has been created to enable and inspire rugby supporters to share the social opportunities of rugby.
The club will recruit and connect supporters from around the world. Furthermore, registered members will be given rewards and also be entered into the members’ lottery for match tickets. The club aims to become a fans’ community filled with recommendations on the best pubs to experience matches and the inside track on cities for upcoming away fixtures.
The campaign also includes a film where it highlights the benefits of rival fans working together. The plot leaves both parties in a tricky dry bar situation after the taps at the pub run out during a national game thus, fans must sing together to get them flowing again.
Karl Donnelly, sponsorship marketing Manager at Heineken Ireland said: “Heineken has a enjoyed long-standing, meaningful relationship with rugby and the Heineken Rugby Club is our exciting and ambitious plan to celebrate rugby fans in a way that’s never been done before. Heineken Rugby Club will look to bring fans together by shining a light on what makes rugby supporters great by giving them a fresh, new way to enjoy the game they love on and off the pitch.”
James Moore, account director at Rothco commented: “The aim is that Heinekenrugbyclub.com will become a supporter-driven community. What better way to launch the club than by celebrating the people who make the sport what it is – the supporters. Sociability is at the core of the Heineken brand and this idea. This is about the fans, not the analysts or rugby experts.”