Diageo has announced that Guinness is to become the title sponsor of the Six Nations rugby championship in a new six-year partnership.
The Six Nations, which from 2019 will be known as the Guinness Six Nations, is one of the world’s best attended sports events and regularly attracts record TV and online audiences from all over the world.
Guinness will work with Six Nations to build on its 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.
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.”
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.”