The new European Rugby Champions Cup finally has a sponsor.....and everything is the same

Okay, so I’ll give you a clue. It is a lager from continental Europe.

WITH LESS THAN two weeks to go until the European Rugby Champions Cup kicks off, the competition finally has a new sponsor and you won’t believe who it is. Only joking, it is Heineken.

At least it makes it easier for fans to refer to the tournament as the Heineken Cup and hopefully it clears the path for the previous tournament’s history to be imported into this one.

Heineken have sponsored the biggest tournament in European club rugby since 1995 and this deal will run until the end of the 2017.18 season. There has already been a lot of comment about the new sponsor.

Ha ha,the Heineken Cup is no longer the Heineken Cup but is a European Rugby cup sponsored by Heineken! #confused #heineken
— Barry Timlin (@barryt84) October 6, 2014

Barry Timlin / Twitter

@ummmrugby @WhiffofCordite I vote it's title should be "The competition formerly known as the Heineken Cup"
— @bhhooker.bsky.social (@BHHooker) October 6, 2014

BallHandling Hooker / Twitter

Heineken officially announced as a founding partner of the brand new completely different definitely not the Heineken Cup.#EPCRugby
— Andy McGeady (@andymcgeady) October 6, 2014

Andy McGeady / Twitter

The new European Rugby Champions Cup finally has a sponsor.....and everything is the same

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