A “Third Half” of Excellence and Passion: Prosecco DOC and Benetton Rugby Celebrate Their 6th Year of Partnership as the New Season Kicks Off

The partnership between the Consorzio di Tutela della DOC Prosecco and Benetton Rugby is rooted in a strong alignment of values: teamwork, cohesion, passion, and profound respect for opponents. At the heart of this synergy lies the renowned “Third Half”, rugby’s longstanding tradition in which players and supporters come together after the final whistle to share a moment of conviviality and friendship beyond the field of play.

Through this partnership, Prosecco DOC plays a leading role in this celebratory ritual, bringing the welcoming spirit, elegance, and conviviality of the Italian lifestyle to clubhouses and stadiums around the world. A natural connection that reinforces the values of inclusion, respect, and togetherness, which have always distinguished both rugby and Prosecco DOC.

Canada, a growing market for Prosecco DOC and a nation with a strong rugby tradition, provides an ideal setting to highlight the connection between sport, culture, and lifestyle. Rugby in Canada reflects a heritage deeply rooted in the traditions of the Commonwealth, having been introduced through British influence and sharing strong historical ties with other leading rugby nations such as the United Kingdom, Australia, and New Zealand. Today, the sport is particularly popular in provinces such as British Columbia and Ontario, regions renowned for their outdoor culture, active lifestyles, and close connection with nature. This combination of sporting tradition, community spirit, and appreciation for the outdoors creates a natural environment for partnerships that celebrate conviviality, teamwork, and authentic experiences, values that closely align with the world of Prosecco DOC.

For Giancarlo Guidolin, President of the Consorzio di Tutela della DOC Prosecco:

“The global success of Prosecco DOC is largely the result of a dedicated team effort, driven by strong alignment of objectives and a shared commitment to universally recognised human values. Rugby provides a tangible expression of these principles, both on the field of play and after the final whistle through its iconic Third Half tradition. Renewing our partnership with the Lions for a sixth consecutive year means continuing to promote Italian excellence and lifestyle around the world, and especially among British audiences, where rugby represents a deeply rooted cultural institution.”

Antonio Pavanello, President and CEO of Benetton Rugby, stated:

“The renewal of our partnership with the Consorzio di Tutela della DOC Prosecco, as Official Sparkling Wine and Jersey Main Partner, is a testament to the strength of a relationship that has grown steadily over time and extends far beyond a traditional sponsorship agreement. We are two organisations deeply rooted in our territory, united by shared values such as passion, teamwork, and the pursuit of excellence.

Through rugby and our participation in international competitions, we have the opportunity to bring these values beyond our borders, helping to promote the excellence, heritage, and identity of our region. We are proud to continue this journey alongside a prestigious partner such as Prosecco DOC, with whom we also share a commitment to fostering a culture of connection and conviviality, embodied in one of the most authentic traditions of our sport: the Third Half.”

Benetton Rugby is preparing to take on the challenges of the 2026/2027 United Rugby Championship and EPCR Challenge Cup, two prestigious international competitions bringing together some of the strongest clubs from Italy, Scotland, Wales, Ireland, France, Georgia, and South Africa. The new season promises a calendar packed with top-level fixtures and high-intensity competition, providing a global stage for both the values of Italian sport and the excellence of Prosecco DOC. Through its partnership with Benetton Rugby, Prosecco DOC will continue to strengthen its international visibility, reaching audiences across key strategic markets where rugby enjoys a strong and deeply rooted following.