Guiness is to become the new title sponsor of the Six Nations, with the Championship to be known as the Guiness 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 sponsorship is a six-year deal and considerably strengthens the brand’s 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.
Six Nations CEO Benjamin Morel said: “We are absolutely delighted to enhance our long-standing relationship with Guiness which will be a terrific title sponsor for Rugby’s greatest championship. Guiness is a world leader 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 Guiness Six Nations in February 2019. Working with the Six Nations, we want to enhance both the Championship and the fan experience while 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 said: “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 Guiness Six Nations is their best yet.”