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Heineken Extends Rugby Relationship Because Football Is 'Totally Overcrowded'

With football growing richer every year, Heineken has described the sport as “totally overcrowded” from a sponsorship standpoint. Last week, the beer brand renewed its 27-year association with rugby after announcing its headline sponsorship of the Rugby World Cup 2019, which will be held in Japan. 

Read the whole story at Marketing Week »

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