French advertising rules have meant that Heineken's sponsorship of the European rugby cup has always been a bit muted here, unlike in the other nations. But after long and bitter negotiations the Heineken Cup, or "H Cup" here, has been re-baptised The European Champions Cup and the celtic and Italian representation has been reduced by 3 clubs, plus one lost from England or France, giving 5 pools of 4 teams, 20 in all.
With TV rights up by nearly 20 million euros, to around 60 million in total, the 20 clubs and the Unions are looking to a cash bonanza this season.
Rights are now divided between Sky and BT in the UK and BeIN Sports in France, all on subscription channels; so no more France 3 coverage. The tourney started last night (Friday) with Harlequins defeating Castres.
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