Heineken has announced that it will continue to support European club rugby, through the Heineken brand, by becoming a founding sponsor of the new European Rugby Champions and Rugby Challenge Cups.

The new tournaments replace the Heineken Cup and Amlin Cup that both concluded in May after 19 seasons.

David Forde, UK managing director commented: “We are proud to be part of the new era in European Rugby. Innovation and evolution are part of our brand’s DNA, so we see our support for the new competition as a natural progression. We look forward to again seeing the world’s best players and clubs battle it out for European glory at the finals in London next May. Both competitions are the perfect platform for the brand to keep building on its proud rugby heritage.”

A European Professional Club Rugby (EPCR) spokesperson said: “It’s a new chapter for European Club Rugby, and we’re delighted that a prestigious international brand such as Heineken will be able to embark on this exciting journey alongside us. Both competitions will attract thousands of fans across Europe and will continue to be the gold standard in club rugby.”

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