Heineken names Rugby World Cup brand ambassadors

Heineken has named six international rugby stars, including former England captain Will Carling, as brand ambassadors for its campaign ahead of the 2011 Rugby World Cup in New Zealand.


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.



View from the top – Ian Filby

Josie Allchin

Ian Filby took over from Lord Kirkham as chief executive of DFS in September 2010, from an interim CEO role at Groupe Aeroplan, which owns Nectar. He previously held marketing roles as retail brand development director and trading director at Alliance Boots.


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