(Leza Nulty, Commercial Manager, Heineken NI, with Jared Payne, Tommy Bowe and Franco van der Merwe)
Heineken has agreed a new five-year contract with Ulster Rugby meaning Heineken will be official Pouring Rights Partner at Kingspan Stadium until at least 2020.
The new agreement further extends an already successful partnership between Heineken and the province that has seen both work closely together on delivering the best possible experience for fans at Kingspan Stadium, the state-of-the art home of Ulster Rugby.
As well as Heineken’s portfolio of drinks being served in every bar at the ground, the brand has also successfully delivered supporters’ nights, live music, VIP fan tours and meet-the-player events at Kingspan Stadium that have served to deepen the connection between Heineken and Ulster Rugby supporters.
In addition, Heineken has invested heavily in facilities as part of the redevelopment of the stadium and one the bars under the new grandstand is now called the ‘Heineken Quarter’. With entertainment, player appearances and special offers, the ‘Heineken Quarter’ has become a popular destination for fans both before and after games.
“Heineken is incredibly proud of its relationship with Ulster Rugby” stated Leza Nulty, Commercial Manager for Heineken NI: “Both Heineken and Ulster Rugby share a common goal to grow in stature both locally and internationally. Our relationship with Ulster Rugby is a crucial part of our rugby strategy with the brand a Worldwide Partner to Rugby World Cup 2015, a Tournament Partner to the European Rugby Champions Cup & Challenge Cup and now an official Pouring Partner of Ulster Rugby until 2020.”
Heineken has also enjoyed success in the local market, growing it’s presence throughout Northern Ireland exponentially whilst maximising partnership opportunities including The UEFA Champions League, the MTV EMAs, The Odyssey Arena and of course the relationship with Ulster Rugby.
According to Ulster Rugby’s Head of Sales and Marketing Fiona Hampton, the partnership delivers for both the province and fans:
“Heineken is a world-famous brand that is renowned throughout rugby for its commitment to supporters. They are the perfect partner for Kingspan Stadium and through innovative engagement with fans they have become one of the reasons why an Ulster Rugby match night is such a fantastic experience. I want to thank Heineken for their continued support and I looking forward to working with them over the next five years.”
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