Some posts ago I spoke of what Heineken did with UEFA Champions League, using icons of the competition (especially the theme song) to take up the event.
Guinness with Rugby, however, went even further. Through a long partnership with the sport, the brand consolidated deeply in the rugby universe and its fans minds (the video below is part of the 2007 Rugby World Cup activation).
Guinness was able to be so inside rugby that today it’s got a full range of rugby like clothing with its brand for fans (pictures below). Demonstrating, once again, that investment in sport serves as a tool for leveraging revenue, this time through the extension of the brand to new markets.
Guinness with Rugby, however, went even further. Through a long partnership with the sport, the brand consolidated deeply in the rugby universe and its fans minds (the video below is part of the 2007 Rugby World Cup activation).
Guinness was able to be so inside rugby that today it’s got a full range of rugby like clothing with its brand for fans (pictures below). Demonstrating, once again, that investment in sport serves as a tool for leveraging revenue, this time through the extension of the brand to new markets.
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