DIAGEO Western Europe has today confirmed the GUINNESS brand’s commitment to international rugby by renewing its partnership as Official Partner of Scottish Rugby.
Building on decades of rugby heritage, the new three year partnership marks a key milestone for both Scottish Rugby and GUINNESS as home union rugby prepares for an exciting few years ahead. The brewer is continuing its commitment and promotion of responsible drinking too by maintaining its designation as Official Responsible Drinking Partner of Scottish Rugby.
The new partnership builds on the brand’s already strong presence in and around Murrayfield Stadium, with GUINNESS and Scottish Rugby working collaboratively to enhance the fan experience on international match days. Celebrating a passion for rugby, the partnership will continue to deliver engaging experiences for supporters.
Dominic McKay, Director of Commercial Operations, Communications and Public Affairs at Scottish Rugby commented:
“We are delighted to be announcing the continuation of our partnership with GUINNESS, a brand that has such a strong rugby heritage. We have worked closely with GUINNESS over the last three years and we look forward to developing the best match day experiences for our supporters over the coming three years.”
Rory Sheridan, Head of Sponsorship, Diageo Western Europe added: “Today’s announcement marks the next stage of our ongoing commitment to international and Scottish Rugby. We are delighted that GUINNESS continues to be the Official Partner of Scottish Rugby at an incredibly exciting time for the sport in this market. This partnership demonstrates our commitment to pouring great pints of the black stuff, promoting responsible drinking and engaging fans on match days.”
The partnership between GUINNESS and Scottish Rugby is also accompanied by renewed partnerships for GUINNESS with the Six Nations (SNRL), Rugby Football Union (RFU), Welsh Rugby Union (WRU) and Premiership Rugby further cementing the brand’s commitment to rugby as the sport’s profile continues to rise in the market.
Summary of the GUINNESS brand’s partnerships in rugby:
RIGHTS HOLDER DESIGNATION
RFU - Official Beer of England Rugby
Official Responsible Drinking Partner of England Rugby
Scottish Rugby - Official Partner of Scottish Rugby
Official Responsible Drinking Partner of Scottish Rugby
WRU - Official Partner of WRU
Official Responsible Drinking Partner of the WRU
Premiership Rugby - Official Beer of Premiership Rugby
Official Responsible Drinking Partner of Premiership Rugby
6 Nations - Official Beer of the RBS 6 Nations
IRFU - Official Beer to the IRFU
Title Sponsors of the Autumn Series
Leinster - Official Beer of Leinster Rugby
Munster - Official Beer of Munster Rugby
London Irish - Official Beer of London Irish (since 1992)