Guinness to sponsor rugby's Six Nations championship
Guinness has announced it will be the new title sponsor of the Six Nations, with the Championship to be known as the Guinness Six Nations from 2019.
The new sponsorship is a six-year deal and considerably strengthens Guinness’ commitment to rugby, adding to a portfolio that includes the Guinness PRO14, and partnerships with the four Home Unions and leading European clubs Leinster and Munster.
Guinness said its team will seek to champion both the player and fan experience and will use its sponsorship to encourage the millions of adult fans watching or attending the games to drink responsibly.
Commenting on this the new partnership, Six Nations ceo, Benjamin Morel, said: “We are absolutely delighted to enhance our long-standing relationship with Guinness and it will be a terrific title sponsor for Rugby’s greatest championship. Guinness is a world leader and our partnership between two great iconic brands will enable us to reach new audiences on a global scale.
“We could not be more excited to be working with the Guinness team over the coming years on developing new and innovative ways to connect with our fans and consumers.”
Diageo President for Europe, Turkey and India, John Kennedy said: “We are really looking forward to the start of the Guinness Six Nations in February 2019. Working with the Six Nations, we want to enhance both the Championship and the fan experience whilst using the partnership to encourage the adult fans watching, or attending, the games to drink responsibly.”
Mark Sandys, Global Head of Beer, Baileys and Smirnoff at Diageo said: “This announcement affirms our long-standing support for the game of rugby and cements our position as one of the world’s biggest rugby supporters. We truly believe in the power of sport to connect communities and we’ll be working with the Six Nations to ensure that fans’ experience of the Guinness Six Nations is their best yet.”
The Guinness brand has been sponsor of the Guinness Pro14 since 2014. In 2016, Guinness confirmed it would remain as title sponsor until 2020. Guinness has been the official beer for Irish Rugby, English Rugby, Welsh Rugby, and Scottish Rugby as well as being partner of Leinster Rugby and Munster Rugby, two of the most outstanding club teams in the Irish Provinces. In addition, the brand is a proud sponsor of the Guinness Series Irish Rugby Autumn Internationals, a platform for Ireland to compete annually against elite opposition from all over the world.