Heineken 0.0 backs European rugby coverage on Premier Sports in Ireland

Sky Media Ireland has announced Heineken 0.0 as the principal sponsor for the Investec Champions Cup and EPCR Challenge Cup rugby coverage on Premier Sports in Ireland for the 2026 season, running from launch to the final weekend in May.

“We’re thrilled to partner with Premier Sports for this season’s coverage of the Investec Champions Cup and EPCR Challenge Cup. Heineken® 0.0 celebrates the moments that bring sports fans together - the conversations, the shared excitement, and the sense of connection that only sport can deliver,” said Dan Lee, brand manager at Heineken Ireland. “This partnership builds on our long-standing commitment to rugby in Ireland, and we look forward to raising a Heineken® 0.0 as we enjoy every thrill, heartbreak, and celebration this season.”

Ryle Nugent, CEO of Premier Sports (Ireland & Asia), added, “We’re delighted to have Heineken® 0.0 as our broadcast sponsor on Premier Sports in Ireland. The brand has been an integral part of the best club rugby competition in the world over the past decades and to have them associated with our coverage is a terrific endorsement.”

Malcolm Murray, sales director at Sky Media, said, “We are proud to confirm Heineken® 0.0 as the brand sponsor of two premium rugby competitions on Premier Sports in Ireland. The Investec Champions Cup and EPCR Challenge Cup both provide Heineken® 0.0 with a fantastic opportunity to connect with Irish rugby fans during key sporting moments.”

The sponsorship allows Heineken 0.0 to leverage visibility across Ireland’s top European rugby fixtures, aligning the brand with premium live sport and engaging highly passionate audiences. For Premier Sports, the deal strengthens broadcast content monetisation and long-term commercial partnerships in the Irish market.

Read the full report on Heineken 0.0’s strategic sponsorship and its impact on rugby broadcasting in Ireland.

Photo credits to Heineken’s official website