Greene King's deal with the English RFU (Rugby Football Union) comes ahead of the start of the Six Nations championship tonight (Friday) with Wales taking on England.
Greene King has announced that its six-year old commercial sponsorship of the RFU, together with its "official beer of England Rugby" title has been extended until the end of the 2011/12 season.
Dom South, marketing director at Greene King Brewing Company, said: "The relationship between the England team, its fans and Greene King IPA has been, and still is, highly successful and one that we're immensely proud of.
"We've just extended the deal for another couple of years to include the World Cup, and of course we aim to build on the successes.
Adam Raincock, account director at Synergy, the sponsorship company, said: "If you look at sponsorship of rugby at the moment, it is attracting more brands than ever. The RBS Six Nations is a unique tournament and it is ideal for brands wanting to get their message across the four home nations and Europe in one go.
"And an opportunity that new sponsors like Guinness, who became the official beer of the Six Nations this year, have taken up."
Last year, as the title sponsor of Premiership Rugby, having agreed a £20m four-year deal.
in New Zealand this year and in England in 2015.
Highland Spring, Bollinger Champagne, , , the French clothes brand, are among the brands recently to pen new deals with professional rugby.
Meanwhile, star players are currently fronting Gillette’s new shaver, Fusion ProGlide.
South said: "The RBS Six 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."
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