Heineken On Board As Only Main Sponsors Of New Euro Tournament So Far

Heineken have become the first main sponsors of the new European Rugby Champions Cup and Challenge Cup tournaments, after previously holding title sponsorship of the competition in its prevous guise. The news comes as tournament organisers have admitted that the bid to sign up to six major sponsors has been unsuccessful thus far and it might be another year until the major partner roster is complete. Heineken claims the deal, which expires in 2018, builds on its positioning as the only brand "consistently involved in European club rugby since its inception 20 years ago". The partnership will p…