The Welsh Rugby Union has renewed its long-standing partnership with Heineken.
The deal extends the Dutch brewing giant’s pourage rights for its beer and cider products at the Principality Stadium until 2025.
The WRU first entered in a pourage deal with Heineken in 2012, which means the company is now set to become one of Welsh rugby’s longest running partners.
The commercial value of the contract for the WRU has not been disclosed.
The union's sales and marketing director, Craig Maxwell, said: “We are delighted to extend our partnership with Heineken for a further six years.
“The customer experience at Principality Stadium is something that we take extremely seriously and it is vital for us to have the right partners to help support this.
“We are continually adapting our offer to suit the needs and demands of a modern rugby, concert and event audience as shown by our recent adoption of a permanent, 4,200 capacity, alcohol free Zone in our north stand.
“The fact that Heineken has been so supportive of this initiative, providing Heineken Zero to customers in this area and elsewhere, as well as joining and initiating a range of campaigns around sensible drinking, shows what an ideal fit the world renowned brewer is for Principality Stadium.”
Regional sales director for Heineken, Glyn Glover, said: “Heineken Ƶ are delighted to announce our beer and cider pouring and sponsorship partnership with the Welsh Rugby Union and Principality Stadium
“The latest contract will extend the partnership to over 10 years collaborating. During that time, we have delivered together many outstanding events at the Principality Stadium.
“From concerts and boxing to speedway and of course rugby. We look forward to continuing the partnership and to many more unforgettable experiences at the s
