Heineken returns as title sponsor of European Rugby Champions Cup

European Professional Club Rugby (EPCR) has announced world’s leading international premium beer brand Heineken as title sponsor of European Champions Cup.

The four-year deal will kick start from the upcoming 2018/19 season and have previously associated with the tournament between 1995 and 2014.

EPCR Chief Executive, Vincent Gaillard, said: "We have substantially developed the Champions Cup over the past four seasons and it is fitting that at such an exciting time for the tournament, we welcome back a world-leading brand in Heineken.

"They are steeped in rugby history and inextricably linked with the heritage of European club rugby and we are delighted to be embarking on this journey with their full support."

Hans-Erik Tuijt, Global Sponsorship Director, Heineken, said: "It is an exciting time for Heineken to return as the main partner of the European Rugby Champions Cup.

"The expansion of the tournament to emerging rugby territories (Bilbao 2018) and new cities in traditional strongholds of European rugby (Lyon 2016, Newcastle 2019) provides Heineken with the opportunity to create engaging fan experiences and brings our association with rugby to new audiences throughout Europe."

The four-year deal will see the tournament renamed as the Heineken Champions Cup while at the same time maintaining its global recognition as The One to Win in club rugby with the world’s leading international premium beer brand as its main official partner. pic.twitter.com/svwJ1Tdiwi

— Champions Cup (@ChampionsCup) June 4, 2018