ONE OF the world's most successful sporting sponsorships is set to continue for a further four years after tournament organizers ERC and Heineken yesterday announced that they are extending their partnership through to 2013, writes GERRY THORNLEYRugby correspondent

Having first joined forces with the Heineken Cup on November 1st, 1995 - the day after the first game had been played in the then European Rugby Cup - it means Europe's premier club rugby tournament will retain its title sponsor through to the end of the 2012/13 campaign.

Based on previous agreements, one could hazard a guess that Heineken have increased their sponsorship to something in the region of €47 million over four years, which would take their overall spending close to €117 million over 18 years. A perfect brand fit, not least visually, this shows how mutually beneficial the arrangement has been for both partners and how valuable a price there is on such a hugely successful tournament.

Addressing a lunch to celebrate 14 seasons of the Heineken Cup, ERC Chairman, Jean-Pierre Lux and Heineken Regional President Western Europe, Didier Debrosse were equally pleased with the sponsorship renewal, while amongst the clutch of former winners and players in attendance, Will Greenwood probably best summed up the essence of the competition.

"Heineken Cup rugby is all about the pride and all about the passion. It's tribal. In England we used to be a bit insular before we entered the Heineken Cup but now we get trips to fantastic places all over Europe and what we've realised is that there is great rugby and good rugby teams all over Europe. Whenever I see a red shirt now I instantly think of Munster, and all that they have brought to this great tournament."

Tim Stimpson, another former winner with Leicester in 2001 and '02, said: "Heineken Cup rugby was the best rugby of our lives. It is rugby's equivalent of the Champions League in football.

Tom Kiernan was chosen as the inaugural winner of a new annual presentation, the Heineken Cup Achievement Award. The legendary 69-year-old former Ireland and Lions captain was ERC Chairman from 1995 to 1999.

"I have to share this honour with the late Vernon Pugh who was responsible for not only instigating the Heineken Cup concept, but also so many other things around the advent of professionalism in rugby in the 1990s. The Heineken Cup has grown into the wonderful product we always believe it could become and now everyone looks forward to Heineken Cup matches across Europe."