HEINEKEN Announces Worldwide Partnership for Rugby

Amsterdam, 2^nd March 2017 - HEINEKEN has announced it will be a Worldwide Partner of Rugby World Cup 2019 in Japan. The new agreement with the sport's governing body, World Rugby, will see Heineken®, the world's leading international premium beer brand, continue as an official partner of rugby's leading global tournament. The partnership plays an important role in supporting the brand's global business growth objectives.

HEINEKEN's relationship with World Rugby - one of the most recognisable and longest-standing partnerships in sport^[1] - dates back to 1995. The new deal encompasses Rugby World Cup 2019, Women's Rugby World Cup 2017 and the World Rugby Awards 2017.

As a Worldwide Partner for Rugby World Cup 2019, HEINEKEN will continue its popular match traditions across the 12 venue tournament, such as the Heineken® Coin Toss and the Heineken® Back Stage Stadium Tour. The partnership will also include exclusive pouring rights, LED pitch boarding exposure and tickets giveaways. To celebrate, Heineken® has released a short film (https://youtu.be/gKLKj-Dlwu0) that features ambassador and rugby legend Scott Quinnell sharing his Rugby World Cup memories, with a hidden twist.

Hans Erik Tuijt, Global Sponsorship Director, HEINEKEN, said: "Heineken® has enjoyed a close association with rugby for over 20 years. Rugby World Cup will again enable Heineken® to create engaging experiences for fans at the tournament and at-home in the 20 participating countries and beyond. This partnership compliments our other unique global platforms; Formula One, UEFA Champions League and James Bond."

World Rugby Chairman, Bill Beaumont, said: "Heineken® is a brand steeped in Rugby World Cup history and we are delighted to be extending one of the most well-known and successful relationships in the sport. With the pool draw, match schedule and ticketing launch all taking place this year, 2017 is an important year for hosting preparations. We are delighted that we will be embarking on this exciting journey with the full support of Heineken®."

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Press enquiries:

David Pugh
David.Pugh@heineken.com 
+31 (0)6 10 04 28 62

Editorial information:

About HEINEKEN
HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a powerful portfolio of more than 250 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ approximately 73,500 people and operate more than 165 breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY). Most recent information is available on HEINEKEN's website:
www.theHEINEKENcompany.com and follow us via @HEINEKENCorp.

About Rugby World Cup
Rugby World Cup 2019 in Japan is the ninth edition of rugby's showcase global event and the first in Asia. The world's top 20 national teams will play in 48 matches hosted across 12 match cities for the right to lift the iconic Webb Ellis Cup and be crowned world champions. Rugby World Cup is the sport's financial engine, generating approximately 90 per cent of World Rugby's revenues for reinvestment in the global game over the four-year cycle. The record-breaking success of England 2015 is enabling World Rugby to invest £245.8 million in the sport by 2020, eclipsing the previous 2013-16 £201 million investment injection by 22 per cent.

All the latest news can be found at www.rugbyworldcup.com and via @rugbyworldcup across Twitter, Facebook and Instagram.

^[1]Nielsen Research: Top brands associated with rugby

http://www.globenewswire.com/NewsRoom/AttachmentNg/ac557bea-92cf-45a2-a8ac-46747969bbe2