During the early 1990s, the Jolyon Armstrong Network became involved in the development of a completely new breed of rugby union tournament, the aim of which was to the result of which was "... to provide a new level of cross-border competition and a 'stepping-stone' between senior domestic and international rugby." Launched at the dawn of rugby union's professional era, the Heineken Cup quickly became established as the highlight of the club-based season, and the touchstone for the Northern Hemisphere's club-based game.

Having previously been involved in supporting and sponsoring rugby union for well over a decade, the international brewing giants Heineken were keen to give their name to this new tournament. There were few doubts about the potential it held for the future development and success of rugby union in the Northern Hemisphere, and with initial terrestrial television throughout Europe, providing over seven million viewers every Heineken Cup weekend, they were soon proved right.

During the eight seasons of involvement in the Heineken Cup, the Jolyon Armstrong Network observed and adapted to the conditions of modern political and professional rugby union, and provided the competition with the most comprehensive media coverage experienced by club rugby in the Northern Hemisphere. Quickly lauded by players, the rugby media also came to appreciate the Cup's brand of magic and mayhem, with over 120 of the most prestigious rugby correspondents being granted media accreditation for the duration of the competition in 2002, from all six participating European countries.

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