Six Nations Converts Major Guinness Expansion
Six Nations Rugby has announced a new long-term deal with Guinness that includes title partnership of the men’s and women’s Six Nations.
The new agreement extends Guinness’ current title partnership of the Guinness Men’s Six Nations, as well as securing the same role for the women’s edition of the tournament.
Guinness, which describes itself as ‘one of the world’s biggest supporters of women’s rugby’, replaces TikTok as the Women’s Six Nations title partner with the deal commencing in 2024.
The iconic Irish stout brand became the very first partner of the Women’s Six Nations in 2019, at the same time its title partnership with the men’s tournament begun.
The expanded relationship with the women’s game follows its parent company’s, Diageo, commitment to ‘create a better society through diversity and inclusion’, as part of Diageo’s Society 2030: Spirit of Progress agenda.
Tom Harrison, CEO of Six Nations Rugby, said, “Guinness and the Six Nations have become synonymous, and everyone involved in the partnership, including our unions, is truly excited to continue our work together for many more years.
“This is a defining moment for rugby, with huge potential on the horizon and a genuine opportunity to widen the audience for the sport, to help secure its future.
“The women’s game is the biggest growth engine for rugby, and through this partnership, Guinness will help accelerate this.”
Stephen O’Kelly, Diageo’s Global Brand Director for Guinness, added, “We are fully committed to the game of rugby and the values it supports in creating an inclusive game for everyone. That’s why we are proud that Guinness will become the Title Partner of the Women’s Six Nations in 2024, alongside the extension of its Title Partnership of the Men’s Championship.
This new partnership will help support the skill and talent of the women’s competition to surge forward towards a level playing field between the men’s and women’s game.
It is our goal to Never Settle until rugby is a place where everyone belongs, where we hold nothing back, and where we unite together in sport and life.
This is a new era for Guinness Rugby, and we can’t wait for it to kick off. Let’s raise a Guinness to the future of these Championships, which are set to be as exciting for the fans as they will be for us.”
The 2024 Guinness Men’s Six Nations begins on 2nd February 2024 and the 2024 Guinness Women’s Six Nations will kick off on 23rd March 2024.
Stay up to date with the world of sports business by subscribing to the Sport Industry Daily.
