International rugby deals for Guinness

01 November, 2010

Guinness has signed partnerships deal with the English, Scottish and Welsh rugby unions to extend is sponsorship of the sport into the international arena.

Guinness is already the sponsor of the Premiership domestic competition in England.

A new rugby campaign will feature England captain Lewis Moody, Lee Byrne of Wales and Scotland’s Sean Lamont.

They will appear in online video diaries and on in-store POS.

The three-year deals include signage, pouring rights, tickets and hospitality at each union’s home fixtures.

Marketing director John Roscoe said: “These new partnerships give us our largest-ever presence in rugby and demonstrate our long-term commitment to the sport.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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