The “This is the Game” campaign includes TV and digital activity, including a series of short films starring New Zealand legend Zinzan Brooke, former Welsh number eight Scott Quinnell, Australian full back Matt Burke, former South African captain Gary Teichmann and Irish centre Rob Henderson.
The rugby payers will all film short videocasts for Heineken talking about the tournament, their predictions and their own careers as well as debating rugby’s sporting values, dubbed “the code”.
The videos will feature on Heineken’s YouTube and Facebook pages throughout the tournament which runs form 9 September to 23 October.
Heineken says it is the first time a brand has taken a content-based approach to support its sponsorship of the Rugby World Cup.
The players will also participate in Heineken’s events in their local markets throughout the tournament.