Heineken Light - new Sponsorship Partner
Friday 24 March 2017 12:25




Lower alcohol & calorie beer to replace primary Heineken® product as title partner


HEINEKEN Ireland has announced that Heineken® Light, its great tasting, lower calorie, lower alcohol beer, will replace Heineken® as partner of the Irish Tag Rugby Association. Tagrugby.ie will be renamed ‘Heineken Light Tag’ for the next two years and will see local and national competitions feature Heineken Light activity from March through to the end of July.


Jim Geraghty, Senior Sports Brand Manager, HEINEKEN Ireland, said: “There is a natural fit between Heineken® Light and tag rugby, hence why we have shifted the sponsorship to our great tasting, lower alcohol, lower calorie product. The midweek nature of tag rugby means that a lower ABV beer is perfect. Heineken® Light has the lowest amount of calories of any beer in Ireland which will also appeal to those fitness focussed tag rugby players.”


Heineken® Light is brewed in Cork and will sample at 110 Heineken® Light Tag events around the country this season. It has won global awards for its great taste, and has been specially crafted by HEINEKEN’s master brewers to deliver the trademark great crisp taste and flavour that fans experience from Heineken®.


Tag rugby is an ever-growing sport in Ireland across five counties, with participation numbers passing 20,000 in 2016. This is once again expected to increase to over 25,000 in 2017, with over 1,600 teams registered on Tagrugby.ie, including a large corporate client base.


HEINEKEN’s extensive sports sponsorship portfolio also includes Rugby World Cup 2019, European Rugby Champions & Challenge Cup, Ulster Rugby, Connacht Rugby, Kinsale 7s and the UEFA Champions League