RFU Renews Guinness Partnership

08 Nov 2017 | tshego

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The Rugby Football Union (RFU) has announced that it has renewed its partnership with Guinness in a new four-year partnership.

Guinness continues its association with rugby, having been involved with the sport for over 40 years both internationally and domestically.

The new partnership builds on the brand’s presence in and around Twickenham Stadium, as Guinness and the RFU collaborate to enhance the fan experience, with Guinness becoming the official partner of West Fan Village Stage and Show, as well as providing the Guinness Surge Bar.

Guinness will also create opportunities with England Rugby legends to deliver engaging experiences and content for all supporters, not just those at Twickenham.

Steve Brown, chief executive officer at the RFU commented: “We are delighted to be renewing our partnership with Guinness – a leading global brand that has a strong rugby association. Guinness has become synonymous with England Rugby and the match-day experience, and shares our aims to prioritise fan engagement so together we are looking forward to delivering more unbelievable match days to England fans.”

Ed Pilkington, marketing and innovation director, Diageo Europe, added: “It’s an exciting time to be involved with England Rugby and we’re pleased to be committed to the RFU for another four years. We’re incredibly proud of Guinness’ presence at Twickenham, but as England Rugby goes from strength to strength expect to see Guinness work with the RFU to take the fans’ match-day experience to new heights.”