The iconic global brand GUINNESS is to become the new title sponsor of the Six Nations, with the Championship to be known as the GUINNESS 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 partnership with Rugby’s Greatest Championship cements the GUINNESS brand’s position as one of the game’s biggest supporters.
The new sponsorship is a six-year deal and considerably strengthens GUINNESS’ 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.
GUINNESS will work with Six Nations to build on its incredible 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.
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.”