Rugby Union
‘Rugby and Guinness have been on similar journeys’ | Stephen O’Kelly, Diageo
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.
SA Rugby eyeing sponsorship uplift following ASG investment
South Africa Rugby is hoping that its proposed commercial agreement with US-based private equity firm Ackerley Sports Group (ASG) will enable the governing body to double its sponsorship revenue by the 2027 World Cup.
Guinness increases rugby standing with cross-property Six Nations renewal
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.
SA Rugby to set up commercial unit with investor ASG
South Africa Rugby is to establish a commercial vehicle to manage its media and sponsorship rights after striking an agreement with Ackerley Sports Group (ASG), a new unit of the US investment firm
Ethics clause included in Altrad’s French rugby shirt sponsor renewal
The French Rugby Federation (FFR) has signed a two-and-a-half-year extension to its shirt sponsorship deal with the Altrad Group, although the agreement includes a reciprocal ethics clause amid the ongoing probe into the company’s chairman, Mohed Altrad.
GMF ‘set to end’ FFR sponsorship after nearly four decades
French insurance firm GMF is set to end its sponsorship of the French Rugby Federation (FFR) after 38 years of supporting the governing body.
Royal London to brand Lions women’s shirt, Howden sponsors NZ tour
UK-based life, pensions and investments mutual Royal London has been named as founding partner and front-of-shirt sponsor for the British & Irish Lions women’s team’s first-ever overseas tour.
IHG becomes first hotel partner of Six Nations
IHG Hotels & Resorts has strengthened its position in rugby union, becoming a sponsor of the men's and women's Six Nations
BMS replaces Westpac on Queensland Reds jersey
Australian Super Rugby Pacific team Queensland Reds has named global insurance broker BMS Group as its new front-of-jersey sponsor in a four-year agreement, from 2024 to 2027
Guinness replaces TikTok as Women’s Six Nations title sponsor, men’s renewal inked
Guinness is to take on title sponsorship of the Women's Six Nations, as part of its renewal with Six Nations Rugby that was officially announced today (Tuesday)
Harvey Norman opts against Super Rugby Pacific title renewal
Stalwart sponsor of Australian sport, the retail giant Harvey Norman, has opted not to extend its deal with Rugby Australia as the domestic market title sponsor of the Super Rugby Pacific competition
eToro to exit Rugby Australia sponsorship
Global trading platform eToro will not renew its sponsorship agreement with Rugby Australia when it ends this year, calling time on a three-year relationship
Vodafone folds additional women’s national team rights into IRFU renewal
Vodafone has folded additional women’s national team rights into its sponsorship deal with the Irish Rugby Football Union, as the pact continues to help it to build brand affinity and awareness in the highly competitive Irish telecoms sector.
Defender extends Premiership Rugby deal after high-profile RWC campaign
Jaguar Land Rover (JLR) has extended its ’Official Vehicle Partner’ agreement with English club rugby’s Premiership Rugby in support of the Defender SUV brand.
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Lions bring in IMG as global licensing agency
The British & Irish Lions have appointed IMG as their worldwide licensing agency in a multi-year deal running through 2027.
Mitsubishi Electric joins Women in Rugby sponsorship programme
Japanese electronics and electrical equipment manufacturing company, Mitsubishi Electric, has become the latest sponsor with existing ties to World Rugby opting to expand its association through wide-ranging backing of the women’s game.
EXCLUSIVE: Guinness close to surprise Six Nations title renewal
Guinness is close to a surprise renewal of its title sponsorship agreement with rugby’s Six Nations Championship, despite the increasingly prohibitive alcohol marketing laws in two of the countries where t…
MLR tasks Legends with driving revenue growth
Major League Rugby (MLR) has hired premium experiences company Legends with a brief to drive commercial revenue and accelerate growth for the North American professional rugby competition