/ European Rugby Champions Cup 2014-15

/ News

European Rugby Champions Cup
Heineken to sponsor new European competition
ESPN Staff
July 20, 2014
Jonny Wilkinson shone as Toulon claimed victory in the last ever Heineken Cup earlier this year © Getty Images

The new European Rugby Champions Cup is set to be backed by the brand of lager synonymous with the competition it replaced.

The Rugby Paper reports that Heineken, long-term title sponsors of the previous European rugby competition, will pay around £4m-a-year to be associated with the ERCC. Heineken is the first major brand to commit to the new tournament, which is being organised by club-driven promoters European Professional Club Rugby.

The new era for European rugby

EPCR are hoping to secure sponsorship from another four major companies, with insurance-giant Allianz and carrier Turkish Airlines among those said to be interested. Organisers are hoping the five deals with bring in £20m-a-year, twice as much as Heineken paid to be headline sponsors of the old European Rugby Cup Ltd.

EPCR expect to bring in at least £25m from French television rights, adding to the £28m agreed with BT Sport and Sky for British rights. Other broadcasting deals are hoped to bring in at least another £14m.

EPCR, which is dominated by representatives from the Aviva Premiership, Top 14 and Guinness PRO12, are hopeful of reaching their target of securing £100m-a-year in total sponsorship ahead of schedule. But with the French domestic season kicking off on August 16, and the Premiership and PRO12 getting underway three weeks later, organisers do not have long to announce further sponsors.

© ESPN Sports Media Ltd

Live Sports

Communication error please reload the page.

  • Rugby

    Rugby's influence on Seahawks' Super Bowl charge

    Seattle stand on the cusp of a second straight Super Bowl crown and it's in no small part to rugby and the game's tackling technique

  • Golf

    Tiger struggles to two over in first tournament of 2015

    The optimism and good vibe that Tiger Woods emitted in the days leading up to his first round of 2015 faded quickly on the front nine at the TPC Scottsdale, where a slew of mistakes led to a tough opening day that saw a glimmer over the closing holes

  • Rugby

    Video: America's new hitwoman is 'KO' for a reason

    Rugby is the fastest growing women's sport in the United States; that is until vision of Lindenwood University student Tianna Camous goes viral

  • Rugby

    No code switch regrets for Burgess

    Sam Burgess has had "no second thoughts" on chasing his World Cup dream despite finding it difficult to let go of his rugby league past

  • Football

    United to push again for Hummels

    Manchester United will make one last big push to sign either Mats Hummels of Borussia Dortmund or Aymeric Laporte of Athletic Bilbao over the last few days of the transfer window, club sources have told ESPN

Sponsored Links
Make $170 in 60 seconds!
Google Vs Facebook, 60 sec. knock out! Choose a champion, Become a Winner!
Make $25 in 1 Minute!
Start trading with the biggest broker! Register now to receive $25 for FREE!