Diageo Renews Guinness Premiership Deal

Premier Rugby has renewed its association with brewers Diageo to continue its highly successful title sponsorship of the Guinness Premiership for a further year.

The deal with Diageo’s Guinness brand will now go into the 2009/10 season taking the relationship into a fifth year.

Guinness took over the sponsorship of the rugby union domestic top-flight from previous sponsors Zurich.

The deal marks a successful six months for Premier Rugby. In January, the representative body announced that it had concluded a new TV deal with Setanta and Sky Sports to televise 69 live Premiership matches in the 2010/11 season.