In the largest deal the brand has ever signed, the beer has assumed the position of official beer sponsor of England Rugby.
As part of the agreement, Greene King IPA will become a major fixture at London’s Twickenham stadium served in all the bars with major branding presence, and having its own dedicated ‘Greene King IPA pub’ in the west car park.
Paul Vaughan, business operations director for the RFU said of the deal: “The team at Greene King are experienced in deals of this kind, and with their pub estate they have a real point of difference as they can engage fully with rugby fans who aren’t able to attend international games at Twickenham.”
All of Greene King’s pub estate will become the ‘official supporters’ pubs of England Rugby’, with in-pub promotions running over the rugby season and for every England match.
Justin Adams, managing director of Greene King Brewing Company said: “We know that over 10m ale drinkers watch rugby on TV, and that over 3m attend the games. So this sponsorship gives Greene King a powerful new way to connect with our consumers and pub-goers and allows our pubs a great opportunity to offer new and exciting promotions.”
