The iconic global brand, GUINNESS, will sponsor the Six Nations Championship from this season onwards, with the tournament to be known as the GUINNESS Six Nations from 2019.
The Six Nations is one of the world’s best attended sports events and regularly attracts record TV and online audiences in the UK, France, Ireland, Italy and all over the world. The new partnership with rugby’s greatest Championship cements the GUINNESS brand’s position as one of the game’s biggest supporters.
The new sponsorship is a six-year deal and considerably strengthens 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 sides Leinster and Munster.
GUINNESS will work with Six Nations to build on its incredible brand heritage. In particular, the GUINNESS 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 they will be a terrific title sponsor for rugby’s greatest Championship. GUINNESS 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, commented: “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, added: “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.”