ERC could face Sponsorship Back-Track

The current state of the economy across Europe is forcing European Rugby Cup officials into a re-think as they look to strike new sponsorship deals.

The current state of the economy across Europe is forcing European Rugby Cup officials into a re-think as they look to strike new sponsorship deals. According to the Daily Mail long-term backers Heineken had been asked to more than double their annual support of Europe’s top club tournament from 3m to 7m, on the basis that other companies were lining up to take over. Those potential backers have faded away over the last year and though Heineken want to continue their sponsorship, a more likely figure is 3.5m. Any deal would also have to include the guarantee of terrestrial television coverage and the TV contracts are all up for renewal. ERC’s immediate concern will be to prevent the showpiece final in Dublin on May 24 from becoming a box-office failure.