E-Malt.com News article: UK: Green King IPA inked four-year sponsorship deal with England Rugby

Greene King IPA is replacing Tetley's as the official beer of England Rugby after the cask ale brand agreed its largest sponsorship deal to date, Brand Republic posted October 19.

The multimillion pound, four-year deal includes branding and serving rights at Twickenham Stadium, the venue for England home matches.

In addition, the brewer's pub estate will become official supporters' pubs and will run promotions over the rugby season and for every England match. Prizes will include match tickets and the chance to train with England players.

Tetley's association with England Rugby ran for a total of 10 seasons from 1997 to last season and it renewed its deal twice.

Paul Vaughan, business operations director at the Rugby Football Union, said the official supporters' pubs element gave the deal a "real point of difference".

Justin Adams, managing director of Greene King, said: "We know that over 50% of Greene King IPA drinkers are avid rugby fans, and this sponsorship gives us our opportunity to offer pubs new and exciting promotions for all their customers."

Greene King is also the current sponsor of ITV programme 'Ant & Dec's Saturday Night Takeaway'.

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20 October, 2006