Greene King Extends Sponsorship of England Rugby To 2012

Greene King IPA has extended its sponsorship of the RFU, together with its ‘Official Beer of England Rugby’ title, until the end of the 2011/12 season, which will take the partnership into its sixth year. Sales of Greene King IPA outsells lager by 20% in Twickenham’s Rose & Crown Marquee.
Dom South, marketing director for Greene King Brewing Company, said “Cask ale has a rich tradition within rugby and we’re thrilled to have extended Greene King IPA’s successful relationship with the game. When it became Official Beer, supporters welcomed the opportunity to buy a ‘proper pint’ as part of the matchday experience. We’re looking forward to meeting the growing demand at Twickenham - and beyond - over the coming years.”
“The RBS 6 Nations is a fantastic chance for pubs up and down the country to capitalise on the excitement around rugby – and with the World Cup just around the corner, there is every incentive to build on the relationship between Greene King IPA and the England team.”
Paul Vaughan, Business Operations Director at RFU, said: “The combination of traditional ale and rugby has worked well together for many years and the RFU partnership with Greene King IPA has delivered great results for both parties. This has lead to a renewed contract and extended relationship, which for English rugby and its fans it’s a win-win combination.”