Heineken proves that everybody can become a fan, even if you don’t know the rules

Heineken supports the Rugby World Cup which is held in Japan for the first time

Heineken, a three-time winner of the World Branding Awards, and Publicis Italy celebrate the launch of Rugby World Cup 2019 with its first global advert, an inclusive spot that invites all to celebrate in enjoying the games.

More often than not, non-rugby fans are often turned off by the sport which may seem too complicated to be enjoyed. The brand’s fresh perspective, however, shows that rugby fans are rather inclusive and everyone can have fun watching a match—be you a hardcore fan or a newbie.

Bruno Bertelli, Global CCO of Publicis Worldwide, said: “We wanted to tap into a fanship moment and make it bigger. Invite everyone to watch the Cup not just the fans, because we know during RWC the enjoyment comes from sharing a game and a beer as much as from what happens on the field. For us, it was important to make RWC accessible to a wider audience with our first Heineken Global Rugby sponsorship TVC.”

Held every four years, the Rugby World Cup is not only one of the largest sports events in the world, but also a centrepiece and pinnacle of rugby for players and fans.

For the first time in Rugby World Cup history, the tournament will be taking place in Japan, which will host more than 500,000 visitors from across the globe. The event has over 1.7 million tickets being sold for all 48 matches.

With fans travelling from across the globe to Asia and lucky locals finding themselves at the heart of the action, this tournament will prove that rugby crosses all divides and has the potential to bring people together—no matter where they come from or how much they know about rugby.

Hence why Heineken’s 2019 campaign demonstrates how during the Rugby World Cup, everyone can become a fan, even if you are not aware of all the rules.