Non-fans are often turned off by rugby – it looks too complicated to be enjoyed. Heineken’s fresh perspective is that the rugby fans are so inclusive, everyone can have fun watching a match – whether you’re a hardcore fan or a newbie.
Bruno Bertelli, Global CCO of Publicis Worldwide says “We wanted to tap into a fanship moment and make it bigger. Invite everyone to watch the Cup not just the fans, because we know during RWC the enjoyment comes from sharing a game and a beer as much as from what happens on the field. For us it was important to make RWC accessible to a wider audience with our first Heineken Global Rugby sponsorship TVC.”
Held every four years, Rugby World Cup is not only one of the largest sports events in the world, but also a centerpiece, a pinnacle of rugby for players and fans.
For the first time in Rugby World Cup history the tournament will be taking place in Japan, which will host more than 500k visitors from across the globe.
The event has over 1.7million tickets being sold for all 48 matches. With fans travelling from across the globe to Asia and lucky locals finding themselves at the heart of the action, this tournament will prove that rugby crosses all divides and has the potential to bring people together – no matter where they come from or how much they know about rugby.
That’s why the 2019 campaign will demonstrate how, during Rugby World Cup everyone can become a fan, even if you don’t know all the rules.
Source: Publicis Italy