Guinness Official Beer Partner to RBS 6 Nations
Diageo has strengthened its relationship with rugby through its Guinness brand in Europe by becoming Official Beer Partner of the RBS Six Nations. In doing so, Guinness becomes the first beer partner in the 100-year history of the annual international rugby tournament.
31 January 2011
The brand has enjoyed a long-standing association with the IRFU as a partner of Irish rugby and title sponsor of the The Guinness Series Autumn Internationals. In recent years Guinness extended its rugby partnership to include both Leinster and Munster rugby in addition to being the official beer of the Aviva Premiership and the British & Irish Lions.
This partnership with the RBS Six Nations broadens the Guinness brand association from Irish provincial and national rugby to appeal to millions of international fans of the sport, making Guinness a significant player in rugby sponsorship in the northern hemisphere.
Stuart Kinch, Senior Brand Manager at Guinness Ireland, said, “The new partnership gives us our largest-ever presence in rugby with over 120 million in TV audiences watching the RBS Six Nations.
“The Guinness brand’s association with the RBS Six Nations will encourage the coming together of all fans, whoever their team is and wherever they watch the rugby, to share a rugby experience together over a pint of the black stuff.”
John Feehan, Chief Executive of RBS Six Nations Rugby, said, “The Guinness brand has a long-standing presence in and commitment to rugby that makes them the perfect partner for our Championship. The union of Guinness and the RBS Six Nations together espouses all that is great about international Rugby Union on and off the field in terms of the pan-national camaraderie and friendship that is so unique to our sport and so ingrained in the culture of the Championship”.
Irish fans can follow the Guinness Rugby Team of International rugby players on the Guinness Rugby Supporters Facebook Page throughout the RBS Six Nations campaign and beyond. They can log-on to check out all the latest from inside the Irish and provincial camps with regular comments and video posts from the players on www.Facebook.com/GuinnessRugbyIreland or check out www.Guinness.com/Rugby to keep up-to-date on all the latest rugby news, fixtures & results, competitions and to find the best local pub in which to watch the rugby.