Heinekenrugbyclub.com is a community that aims to connect supporters around the world. Fans will be able to find recommendations on the best pubs and get information on cities for upcoming away fixtures. Once registered members will be also be given exclusive rewards and be presented with the chance to win match tickets.
The first part of the campaign launches in Ireland, but the Rugby Club is expected to be rolled out across other rugby playing nations during 2016. The promotional video aims to show how the enjoyment of the game can be increased when rival fans come together.
Karl Donnelly, sponsorship marketing manager at Heineken Ireland, said: "Heineken has enjoyed a longstanding, meaningful relationship with rugby and the Heineken Rugby Club is our exciting and ambitious plan to celebrate rugby fans in a way that’s never been done before. Heineken Rugby Club will look to bring fans together by shining a light on what makes rugby supporters great by giving them a fresh, new way to enjoy the game they love on and off the pitch."