Heineken will be the official beer of the 2015 Rugby World Cup, to be held in England.

The lager brand has extended its ongoing agreement with the tournament for another four years. It first sponsored the Rugby World Cup during the 1995 jamboree in South Africa.

The new deal includes the rights for digital content across a range of social media platforms, including Facebook.

“Rugby World Cup is the world’s third largest sporting event, with a truly global reach,” said Heineken chief commercial officer Alexis Nasard. “It is a perfect match for Heineken and allows us to be a genuine part of our consumers’ conversation in a consistent but surprising way.

“It also gives us the continued opportunity to extend our messaging and execution around ‘Enjoy Heineken Responsibly’, our global responsible drinking programme.”

The final of this year's tournament takes place on Sunday (23 October) between France and host nation New Zealand.

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