The Six Nations has agreed a partnership with Guinness, to become the title sponsor of the tournament from 2019.
The new partnership is a six-year deal which affirms Guinness’ commitment to rugby, adding to an already extensive portfolio that includes the Guinness PRO14, and partnerships with the four Home Unions and leading European clubs Leinster and Munster.
Commenting on the new partnership, Six Nations CEO Benjamin Morel emphasised: “We are absolutely delighted to enhance our long-standing relationship with Guiness and they will be a terrific title sponsor for Rugby’s Greatest Championship. Guiness are world leaders 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 added: “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 also detailed: “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.”