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Rugby World Cup Limited (RWCL) has announced that Heineken has become the third Worldwide Partner of Rugby World Cup 2011 in New Zealand.

An iconic global brand, Heineken will be the Official Beer of RWC 2011 and joins Emirates Airline and MasterCard as a Worldwide Partner of Rugby’s showpiece Tournament.

Rugby World Cup Limited Chairman Bernard Lapasset, said: "We are delighted to be welcoming Heineken, a long-standing supporter of Rugby World Cup and Rugby around the globe, as a Worldwide Partner for the 2011 Tournament."

“The strength of the commercial programme is integral to the success of Rugby World Cup and the development of the Game worldwide and this ongoing relationship with the world's leading international premium beer brand is a massive boost for the Tournament. We look forward to working with Heineken to further the promotion of the Game as the global Rugby community looks forward to Rugby World Cup 2011 in New Zealand".

As a Worldwide Partner for Rugby World Cup 2011, Heineken has access to a package of worldwide rights, including use of the RWC 2011 event marks and designations in promotional tie-ins.

Heineken will activate a number of initiatives starting in early 2010 to support the partnership, building up to the opening match of the tournament when New Zealand takes on Tonga on September 9 and running through to the Final on October 23.

Stefan Orlowski, Heineken’s Group Commerce Director commented: “We are very excited to again be an integral part of the world’s premier Rugby Tournament, and one of the world’s largest sporting events."

"Rugby World Cup is the pinnacle of the Sport and is taking place in a nation that really knows and loves its Rugby. As the world’s most valuable, international premium beer brand, we have been associated with many high profile global sporting Tournaments. We will bring this wealth of experience to Rugby World Cup 2011 to help make this best and the most enjoyable Rugby World Cup ever. We can’t wait to get started!”

(Source: IRB.com)