The Rugby World Cup is one of the largest sports events and a centerpiece of rugby for fans. But

non-fans are often turned off by rugby – it looks too complicated to be enjoyed. A good opportunity for Heineken to make rugby enjoyable even for non-fans.

For the Rugby World Cup 2019 Heineken’s fresh perspective was that the rugby fans are so inclusive, everyone can have fun watching a match.

An inclusive spot was an invitation for all to celebrate in enjoying the games. Heineken showed that enjoyment comes from sharing a game and a beer as much as from what happens on the field.