Heineken was the official sponsor for the 2003 Rugby World Cup (You remember Johnny Wilkinson, last 30 seconds of extra time, that drop-kick?) Our disruptive, bold images that seamlessly reflected the relationship between the iconic Irish beer and the game had the same result as Johnny Wilkinson’s boot on the Australian team. They whipped the sponsorship from the clutches of Heineken and got people to believe Guinness was the official sponsor.