TOKYO: World Rugby Friday announced a new partnership with Japan’s Suntory Holdings Limitied as its official soft drinks supplier for the Rugby World Cup 2019 scheduled to be held in the country in September.
With this new deal, Suntory replaces Coca-Cola, which partnered the marquee event on six occasions, from the 1995 edition in South Africa till 2015 in England. The Suntory-World Rugby contract has been brokered by Dentsu, the Japanese sports marketing agency.
Suntory’s case grew stronger with the fact that it is an important supporter of rugby within the host nation through the domestic Top League competition by owning the Suntory Sungoliath team. It will supply the teams with bottled water during the tournament.
World Rugby Chairman Bill Beaumont said: “We are delighted to welcome Suntory Holdings Limited as the official soft drinks supplier for Rugby World Cup 2019.
“The appointment of another major brand to the tournament commercial family will further broaden the reach and profile of what is shaping-up to be the most popular Rugby World Cup ever with record ticket demand and the biggest-ever broadcast and digital media footprint.”
Suntory CEO Nobutada Saji added: “I am delighted that we have the opportunity to participate in Rugby World Cup 2019, the first event of its kind to be held in Asia, as the official soft drinks supplier.
“Our rugby club, Suntory Sungoliath, has contributed to the enhancement and development of rugby in Japan, winning the Japan Championship eight times. We have also been able to participate actively in the spread of rugby and in nurturing the next generation, as well in social contribution through sport, such as rugby classes offered in earthquake-hit areas (Tohoku and Kumamoto) supporting recovery. We intend to continue our contribution to the development of rugby in Japan and the future of the world of sport.”
The Rugby World Cup 2019 commercial programme features a full inventory of six worldwide partners: Emirates, Heineken, Land Rover, Mastercard, Société Générale and DHL. Its official sponsors include Canon, TOTO Ltd, SECOM, Taisho Pharmaceutical, Mitsubishi Estate and NEC.
Tournament suppliers include Gilbert, TUDOR, Toppan Printing, Canterbury, NTT DOCOMO, EY, a conglomerate of Newspaper companies, and Suntory.
