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15 February 2022

Grolsch and Rugby Nederland together to the Rugby World Cup 2027

Rugby Nederland and Grolsch have entered into a partnership for the next 5 years. The joint ambition is to push Dutch rugby further up the national and international ladder during that period. The collaboration stems from the global partnership that Koninklijke Grolsch's parent company - Asahi Group Holding - has signed with the Rugby World Cup 2023 France.

"Sport connects. Just like drinking a beer together. Moreover, the Grolsch brand has great similarities with the values of rugby: respect, camaraderie and discipline," explains Ard Bossema, Director Marketing & Strategy at Koninklijke Grolsch. "But also sustainability and responsible alcohol consumption are important themes in which we find each other. Especially in places like sports clubs, it is important to make 0.0% available and visible, so we are going to work hard on this together".

"All in all, a good match. We are delighted that our distinctive Grolsch beer, with or without alcohol, will be served in The Home of Rugby, better known as the National Rugby Centre Amsterdam". As a link to the global sponsorship, Asahi Super Dry will also soon be available there for fans. "Together we hope to put rugby and Grolsch even better on the map. We are looking forward to a successful collaboration!".

Professional partner for necessary rugby boost Director of Rugby Nederland, Andrew Meredith: "Rugby Nederland focuses on further growth of our top-level sporting achievements. We do so on the basis of a clear path towards professionalisation of our national rugby. Through our academies more and more promising rugby talents are emerging. Many Dutch talents are already playing (semi-)professionally in tough foreign competitions. That in itself is a great development. But at the same time we want to bind those talents to our national selections. In Koninklijke Grolsch we have found a sporting professional partner to give us that essential rugby boost. Our aim is for Rugby Netherlands to participate in the Rugby World Cup in 2027. We are therefore also looking for other professional partners who want to commit to rugby and our core values".

Andrew Meredith: "In Japan, rugby has grown in 10 years to become one of the most watched and popular team sports, thanks in part to investment from the business community including Asahi. Rugby is now also one of the most watched sports globally. It is expected that the Rugby World Cup in France in 2023 will break new viewing records. In addition to the matches from the Netherlands, the Ziggo sports broadcaster will broadcast all appealing international top tournaments. We expect the strongly growing sport of rugby to take flight in the Netherlands as well and hope to realize this together with our partners - including Grolsch!".

Picture: Johan Tijsseling (L) - Horeca Account Manager Royal Grolsch - and Janhein Pieterse - Chairman Rugby Nederland - ratify the cooperation.