Norton Rose sponsors cup

HEINEKEN CUP: two-year sponsorship ensures valuable advertising for Norton Rose

City firm Norton Rose is to sponsor the Heineken Cup - rugby union's leading European competition - for the next two years to increase the practice's international profile.The firm has invested a reported 1 million in becoming one of four co-sponsors of the tournament in a deal that will secure Norton Rose 'significant perimeter boards' and tickets to all matches.

Managing partner Roger Birkby said: 'The BBC is to broadcast about 40 of the cup matches on terrestrial television, which will attract an estimated audience of 50 million people.

We feel this is a great chance to punch our weight and raise our profile at the same time - as well as give us opportunities for corporate hospitality.'The move reflects that of other firms that have recently used sporting events as a way of marketing themselves.

Chris Pullen, marketing manger at Rowe & Maw - which advertised at the Greece v England football match in June - said: 'We had the opportunity to sponsor club rugby but turned it down, as we felt it was the international games in rugby that have the high profile.

We will thus have some advertising at the England v Ireland game in October.' He added that it was more beneficial for a firm to pick off individual events with large television exposure.In defence, Mr Birkby said: 'Providing sponsorship for two seasons will give us consistent name exposure on a regular basis.

How we exploit that recognition is then down to us.'It is reported that the other co-sponsors of the competition are Orange, Peugeot and Parker.Andrew Towler