Rugby World Cup 2015: Heineken bags 500 metre marketing exclusion zone to maximise £20m sponsorship deal

Heineken has taken special measures to ensure it gets the maximum sales boost from its sponsorship of the upcoming Rugby World Cup.

The brewer’s deal, which reportedly cost it £20 million, includes a clause that means its lager is not only the sole brand sold in the stadiums hosting the tournament’s matches, but that it is also the only one that can be marketed within 500 metres of those venues.

And while pubs within the exclusion zone can still serve other drops, such as fan favourite Guinness, Heineken will have an army of sellers serving pints on the streets, as well as pop-up bars, to fend off the competition, according to the Sunday Times.

The arrangement has triggered something of an advertising turf war with its rivals, many of which moved months ago to bag spots on advertising billboards outside the restricted area, the newspaper said.

Heineken has long been associated with the Rugby World Cup having first sponsored the contest in 1995. It also backs the European rugby competition the Heineken Cup.

The company, which said earlier this month it is hoping to get a lift from the tournament as well as other campaigns including its partnership with new James Bond instalment Spectre, saw revenues jump 7% in its first half.

It said its Uefa Champions League sponsorship had contributed to the rise.

The Rugby World Cup will start on September 18 and go on until October 31.

British businesses have been advised to embrace the contest or face unauthorised absences, as one in seven workers say may skip work to watch fixtures.

Host nation England’s first match will be against Fiji on the opening day of the competition.