Guinness Extends Premiership Rugby Partnership

Guinness has extended its partnership with the 12 Aviva Premiership Rugby clubs for a further two years, stretching its association with Premiership Rugby past a decade.

The drinks brand will continue as the official beer and official responsible drinking partner of Premiership Rugby, as the sport continues to enjoy a significant rise in Aviva Premiership Rugby matchday attendances and television audiences.

The agreement, which begins at the start of the new 2015/16 season, includes pouring rights at each of the 12 clubs and the presentation of the Guinness Premiership Rugby Director of Rugby of the Year award.

Dominic Hayes, Premiership Rugby commercial director, said: “It’s great that we are extending our long-term relationship with Guinness – they have partnered with Premiership Rugby since 2005 and clearly appreciate the success of the domestic game.

“The continuing growth in attendances and TV audiences are part and parcel of what is a real boom in the club game and we are looking forward to a great Rugby World Cup on home turf creating new interest in the sport.”

Rory Sheridan, head of sponsorship, Diageo Europe, added: “Guinness has a longstanding heritage in rugby and our partnership with Premiership Rugby, which spans more than a decade, reinforces our association with the sport we love.”

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