By Marcus Leach
Heineken have announced that they will continue their sponsorship of the Rugby World Cup, which will see them cover the 2015 tournament in England.
The Dutch brewer have a long history of sponsoring rugby, having backed European rugby in the form of the Heineken Cup for sixteen years.
This year's World Cup will come to a conclusion on Sunday, as the All Blacks look to end a 24-year wait for World Cup success against arch rivals France.
It is believed, according to research from Mastercard, that the final weekend of the tournament will boost New Zealand's economy by £40 million.
"The climax... will be a revenue spinner for a number of reasons: scheduling the bonze final playoff on Friday night, with the final on Sunday evening is likely to bring in a surge of fans from outside Auckland who are in town for a once-in-a-lifetime long weekend and to watch their team's tilt for global domination," Simon Chadwick, of the Centre for the International Business of Sport in Coventry told the BBC.
Join us on
Follow @freshbusiness
