Two of the big lager brewers are using sport sponsorship as a vehicle to gain a greater market share of the on- and off-trade sectors.
Holsten is aiming to capitalise on its sponsorship of Tottenham Hotspur, while Whitbread- owned Heineken is embarking on its second year of a pounds 20million four-year sponsorship of rugby's European Cup.
Richmond-based agency Black Cat, which handled last year's Heineken Rugby World Cup campaign, has been appointed by rival Holsten Brauerei to handle its pounds 1million below-the-line lager brand account after a three-way pitch.
Black Cat will work on existing brands Holsten Pils, Holsten Export and Pure 6, plus any new forthcoming products.
The Heineken European Cup kicks off next month and lasts until May. Activity is being handled by The Works with an on-trade promotion including a T-shirt collector and a food link, both supported by POS.
The off-trade aims to gain widespread brand exposure with POS including inflatable rugby posts and balls.
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