Heineken is raising its game with a media campaign to support its sponsorship of Rugby Union's European club tournament the Heineken Cup. The initiative coincides with the final pool stage games taking place this weekend and the quarter finals on January 25-27. It features a press campaign in national newspapers, a 96-sheet three dimensional poster by the Cromwell Road, West London, and a promotional programme in pubs. James Dickson, sales and marketing director for the brand at Whitbread, said: "This activity will provide opportunities for retailers to generate incremental sales." Heineken is backing the tournament with £2.5m which is part of a £14m annual spend on the brand. {{DRINKS }}