UK: Greene King scores rugby sponsorship
Greene King IPA has been named as the official beer of England's Rugby Football Union (RFU) in a multi-million pound deal lasting four years.
The ale will be promoted at bars in the national team's Twickenham stadium, together with a branding presence there, and its own IPA-branded pub in the ground's west car park.
In addition, Greene King's pub estate will become the Official Supporters' Pubs of England Rugby through the sponsorship, with promotions running over the rugby season and competitions to win tickets and the chance to take part in training sessions with the England squad.
Greene King managing director Justin Adams said: "We know that over 10m ale drinkers watch rugby on TV, and that over 3m attend the games. So this sponsorship gives Greene King a powerful new way to connect with our consumers and pub-goers and allows our pubs a great opportunity to offer new and exciting promotions.
"We have the technical expertise and the backing with our pub estate to really make an impact on rugby fans."
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