Amsterdam: Heineken will be the official beer of Rugby World Cup 2011 in New Zealand.
This will be the fourth time that Heineken has been a sponsor and worldwide partner of the Rugby World Cup, having been involved in South Africa in 1995, Australia in 2003 and France in 2007.
Brian Blake, managing director Heineken New Zealand, said: "The stature and international television audience of the Rugby World Cup grows with each tournament. This will be the largest sporting event ever to come to New Zealand's. As a worldwide partner, we need to make sure there is a fantastic atmosphere for both visitors to New Zealand and Kiwi rugby fans to enjoy. We want to give them a truly memorable and unique experience."
Heineken will implement a series of activities starting early 2010 to support the partnership, building up to the first game of the tournament on September 9 with the final being played on October 23 in Auckland.
It is estimated that a cumulative audience of 4.2 billion people watched the Rugby World Cup 2007 and that this will increase for the 2011 tournament.