Guinness have secured a new six-year sponsorship deal with the Six Nations that will see the beer brand serve as the primary sponsor of the competition until at least 2025.
The deal builds on Guinness’ sponsorship of the November internationals and the PRO14 as well as additional support of the four Home Unions and leading Irish clubs Leinster and Munster.
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 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.”
