Peroni and Rugby Azzurro renew their partnership: a friendship born 14 years ago

Rugby and beer are one of the most beautiful friendships in the world of sport, which pleasantly come together in the virtues of  conviviality  and sporting respect . Rugby, more than any other sport, has an exceptionally rich heritage of values, in which traces of the Olympic spirit can be recognised. After a week's break, the Six Nations returns with its third day and with interesting challenges that could define or change the ranking in view of the final sprint. The most famous Italian "blonde" is also back, who will warm the general rugby public. Peroni , the historic Italian brand founded in 1846 by Francesco Peroni , with an unmistakable flavor of Italian pride and since 2016 under the guidance of the Japanese company Asahi Breweries, conquers new frontiers every day. In fact, the pale golden yellow lager with a balanced taste has extended its prestigious partnership with the FIR (Italian Rugby Federation), inviting the Italian national rugby team to its plant in Rome.




Beer and Rugby: an ideal connection For 172 years Peroni has been a symbol of the quality of Made in Italy in the world, and for 14 years it has been associated with Denmark Telegram Number Data Italian rugby. Peroni is an integral part of the economic and social life of the Bel Paese, which has invested massively in communication activities and sports sponsorships. I had already spoken in a previous post of mine about the partnership of another famous beer, as well as a competitor of Peroni and rugby, namely Guinness as the new title sponsor of the Six Nations  and its return in terms of visibility, buzz and share of voice . Il Terzo Tempo Peroni Village Over the years, this bond between two strong identities, of great impact and competitive fury, has given rise to an event much appreciated by rugby enthusiasts, namely Il Terzo Tempo Peroni Village. Year after year this large socialization container, which brings together both groups of fans, has established itself as one of the most fascinating public sporting events in Italy, confirming the spirit of this genuine and beautiful sport.





The third half is a consolidated tradition in the world of rugby in which rivalries are put aside after the match. Regardless of the result, both teams and fans are ready to celebrate the same passion by listening to music with mugs of beer in their hands. Moreover, it is known that this drink is a source of well-being, not only physical but also mental: this is confirmed by a complex study reported in the journal "Scientific reports ". In short, a toast to lift the spirit that heals every wound of a lost match. From the perspective of rugby, based on loyalty and respect for the opponent, Peroni perfectly embodies with its Terzo Tempo Peroni Village and its sports communication one of the fundamental principles of rugby, namely sportsmanship.