Guinness

The Premier League is busy finalising its commercial programme ahead of next season, unveiling a new beer sponsorship with Guinness amid reports Barclays has renewed its deal and Oracle is to end its association.

SportBusiness Sponsorship speaks to Guinness global brand director Stephen O’Kelly about the recent extension and expansion of its relationships with the men's and women's Six Nations tournaments.

Six Nations Rugby has secured an uplift in the value of the men's and women's Six Nations title rights in its recent sponsorship renewal with Guinness.

The Irish Rugby Football Union (IRFU) is searching for a new sponsor for its autumn internationals with Irish stout brand Guinness not continuing its sponsorship of the series of matches, ending its backing…

In the first two years of its Six Nations title sponsorship, 2019 and 2020, Guinness targeted both committed and casual fans with multi-faceted activation focused on the humanity and friendship of rugby.

Leveraging its 2019 Six Nations title rights, Guinness launched a responsible drinking campaign  that encouraged drinking more water through the launch of a new product, ‘Guinness Clear’.

Irish beer brand Guinness has today (Friday) been confirmed as the new title sponsor of the Six Nations rugby union competition