EPCR today announced that Heineken is to return as the title partner of the European Rugby Champions Cup from the 2018/19 season.
The four-year deal will see the tournament renamed as the Heineken Champions Cup.
Vincent Gaillard, EPCR chief executive, said: "We have substantially developed the Champions Cup over the past four seasons and it is fitting that at such an exciting time for the tournament, we welcome back a world-leading brand in Heineken.
“They are steeped in rugby history and inextricably linked with the heritage of European club rugby and we are delighted to be embarking on this journey with their full support."
Hans-Erik Tuijt, global sponsorship director, Heineken, said: "It is an exciting time for Heineken to return as the main partner of the European Rugby Champions Cup.
“Heineken is proud to have had a close association with rugby for over 20 years and we look forward to working alongside EPCR to provide a platform to continue to develop the competition across Europe and beyond."
The Champions Cup attracted aggregate attendances of more than one million fans in each of the past two seasons. And from next season there will be live free-to-air broadcasts in the United Kingdom and Ireland (Channel 4 and TV3 respectively) in addition to the move to a single pay-TV broadcaster (BT Sport) in those territories with the possibility of an extra live free-to-air match per round on France Télévisions to complement beIN SPORTS’ continued coverage in France.
The tournament’s global reach has also been enhanced by the recent agreement with NBC Sports as rights-holding broadcasters in the USA.
The Heineken Champions Cup will further strengthen Heineken’s portfolio of global sports alliances including the UEFA Champions League, Formula 1 and 2019 Rugby World Cup. The Pool Draw for the newly-titled tournament will take place in Lausanne on June 20 (3.00pm CET).