Guinness extends Six Nations Rugby deal to accelerate the competition’s growth 


Alcoholic beverage producer Guinness has entered a new long-term agreement with Six Nations Rugby, which includes the naming rights for both the women’s and men’s Championship.

The expansion of the existing agreement will see the women’s competition renamed to Guinness Women’s Six Nations starting 2024, while the men’s Championship will remain the Guinness Men’s Six Nations. 

Stephen O’Kelly, Diageo’s Global Brand Director for Guinness, commented: “We are fully committed to the game of rugby and the values it supports in creating an inclusive game for everyone. 

“That’s why we are proud that Guinness will become the Title Partner of the Women’s Six Nations in 2024, alongside the extension of its Title Partnership of the Men’s Championship.

“This new partnership will help support the skill and talent of the women’s competition to surge forward towards a level playing field between the men’s and women’s game. It is our goal to never settle until rugby is a place where everyone belongs, where we hold nothing back, and where we unite together in sport and life.

“This is a new era for Guinness Rugby and we can’t wait for it to kick off. Let’s raise a Guinness to the future of these Championships, which are set to be as exciting for the fans as they will be for us.”

Guinness was first introduced as a partner of the Women’s Six Nations and a title partner for the men’s Championship in 2019. Having now expanded this title partnership to the women’s side of the sport as well, Guinness is doubling down on its commitment to developing rugby’s inclusion and diversity. 

Tom Harrison, CEO of Six Nations Rugby, added: “Guinness and the Six Nations have become synonymous, and everyone involved in the partnership, including our unions, is truly excited to continue our work together for many more years.

“This is a defining moment for rugby, with huge potential on the horizon and a genuine opportunity to widen the audience for the sport, to help secure its future.

“The women’s game is the biggest growth engine for rugby, and through this partnership, Guinness will help accelerate this.”

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