Guinness has announced that it is to become the title sponsor of the Six Nations from February 2019.
The Six Nations rugby championship 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.
“Guinness are world leaders and our partnership between two great iconic brands will enable us to reach new audiences on a global scale,” said Benjamin Morel, Six Nations CEO.
The new sponsorship is a six-year deal 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.
“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,” said John Kennedy, Diageo President for Europe, Turkey and India.
© 2018 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. Click subscribe to sign up for the Checkout print edition.