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...people
enjoy the
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and thrill
of rugby...
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DEFINITELY ENJOYMENT
Nothing quite compares to the game of Rugby. Rugby is a game
that requires strength, speed, skill and a whole lot of sweat.
Nations battle and participants play hard for the glory of their
country. It's a game where the fans are die-hard and where their
loyalties are never questioned. But when the final whistle blows,
bruises are ignored, grudges are forgotten and everyone has a
beer (a Heineken of course) together.
Millions of fans world-wide have shared a Heineken or two at
recent Heineken Rugby tournaments. At the beginning of this year,
Argentina hosted the popular Rugby World Cup Sevens final.
The tournament, in which twenty-four international teams battled
for world supremacy, attracted thousands of fans and was watched
by millions on television. Heineken's official beer sponsor status
comprised full pourage rights, hospitality, high-visibility signage
around the stadium and the rights to on-field and off-field
promotional activities.
"When the world comes to play" was certainly an accurate descrip
tion of the Hong Kong Sevens, which was held in March this year.
Twenty-four international teams and an estimated 40,000 fans for
each of the three days, descended on the Asian island for a week-
long party of rugby, fun and frivolity. The tournament is renowned
for being a spectacle both on and off the field, and the name of
the game was definitely enjoyment. New Zealand defeated Fiji in the
final, while the entertainment during the tournament was
certainly provided by the thousands of colourfully and patriotically
dressed fans.
In April 2001, the Heineken Cup broke new ground when the
semi-finals were played "back to back" in Lille and Watford.
Twenty-four clubs from Wales, France, England, Italy and Ireland
competed in the tournament, which was held from October 2000
through to May 2001. The tournament, now in its sixth year, has
witnessed some of the most exciting, action-packed matches in the
history of club rugby. The stature and profile of the Heineken Cup
is such that it bridges the gap between the domestic and
international game. It is now recognised as the showcase for club
rugby in the Northern Hemisphere.
Heineken International Sponsorship Manager Lizzy Younghusband
explains: "Rugby certainly brings out the passion in people. The
sound of 80,000 Welshmen in full voice singing their national anthem
-'Land of My Fathers'- and New Zealand's pre-match Maori war-dance
- 'the Haka' - are two of the world's most spine-tingling sporting
experiences. People enjoy the excitement and thrill of Rugby, there
is no doubt about it. And for us, those are the same people who
enjoy Heineken. By sponsoring tournaments such as the Heineken
Cup, the Rugby World Cup Sevens final and the Hong Kong Sevens,
we try to ensure that they enjoy Heineken with that same passion."
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