Guinness extends RFU partnership


The Rugby Football Union (RFU) has extended its long-term partnership with Guinness for four more years.

The partnership will put Guinness at the heart of the both the men’s and women’s game, as they continue to support and deepen the relationship with English Rugby.

“We thank Guinness for their support during the pandemic and are delighted to add another four years to our relationship with them.  We look forward to continuing our work with Guinness to provide the best match day experience for fans,” Simon Massie-Taylor, RFU chief commercial officer, said.

The Diageo-owned beer has been an Official Beer Partner of England Rugby since 2013. The partnership extension, which commences next season and runs until August 2025, will see Guinness continue as the Official Beer Partner of England Rugby and maintain its rights as Exclusive Stout at Twickenham Stadium for RFU-controlled events.

In addition, GUINNESS will continue to give fans a match-day experience like no other, with plenty of opportunities for a pint of the black stuff, whether before, during or after matches. The GUINNESS Surge Bar will remain present in the British Airways West Fan Village, while the brand will continue reaching fans outside the stadium through a number of digital campaigns.

The brewer will also continue their commitment and promotion of responsible drinking, by maintaining their role as Official Responsible Drinking partner of England Rugby.

Kate Moore, head of sponsorship, Diageo GB, said: “Today’s announcement marks the next stage of our ongoing commitment to English Rugby. We’ve been on an exciting journey with the Rugby Football Union since 2013 and we’re thrilled to continue this relationship for another four years.

“Through great pints of the black stuff, we’ll be able to enhance the fan experience, whilst continuing our support for both the men’s and women’s teams and the sport as a whole.”

The new partnership considerably strengthens the commitment of Guinness to rugby, adding to an already extensive portfolio in Britain that includes the Guinness Six Nations, Women’s Six Nations and partnerships with the Home Unions.