Guinness named title sponsor of Six Nations rugby championship
Six Nations CEO Benjamin Morel (L) and Mark Sandys, Global Head of Beer, Baileys and Smirnoff at Diageo

Guinness and Six Nations have announced a six-year partnership that will see Guinness becoming the new title sponsor of the rugby championship 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 sponsorship 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.

“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,” said John Kennedy, Diageo President for Europe, Turkey and India.

Commenting on this the new partnership, Six Nations CEO Benjamin Morel said: “We are absolutely delighted to enhance our long-standing relationship with Guinness and they will be a terrific title sponsor for Rugby’s greatest championship. Guinness are world leaders and our partnership between two great iconic brands will enable us to reach new audiences on a global scale.”