Guinness signs multi-million Six Nations sponsorship deal
The Six Nations has finally landed itself a new sponsor. Their long-running association with RBS ended in 2017, with Natwest taking over on a one-year deal for the 2018 Championship.
Rumours of a new sponsorship deal surfaced on Thursday, with the announcement being formally made on Friday.
Its been confirmed that Guinness will be the new title sponsor of the historic tournament, taking over for the 2019 edition. They’ve signed a six-year deal, widely reported to worth in the region of £50 million, with the first year being worth £6m and that figure is set to double by the final year of the deal, in 2024.
The first match of the newly re-branded tournament will see France take on Wales on February 1st at the Stade de France in a Friday evening contest. A day later Scotland host Italy, with matchday one wrapped up when Grand Slam champions Ireland play England at the Aviva Stadium.
Continue reading below…
You may also like: RugbyPass Exceptional Stories: Henry Fraser
It’s the latest dip into the rugby market for Guinness, who also sponsor the PRO14 and have deals in place with all four home unions, along with Leinster and Munster.
We are delighted to announce Guinness as our title sponsor on a six year deal. https://t.co/8XPqyICh1K pic.twitter.com/56MPvJkhuP
— Guinness Six Nations (@SixNationsRugby) December 7, 2018
Six Nations CEO Benjamin Morel said: “We are absolutely delighted to enhance our long-standing relationship with GUINNESS and they will be a terrific title sponsor for Rugby’s Greatest Championship. GUINNESS are world leaders and our partnership between two great iconic brands will enable us to reach new audiences on a global scale.
“We could not be more excited to be working with the GUINNESS team over the coming years on developing new and innovative ways to connect with our fans and consumers.”
Diageo President for Europe, Turkey and India, John Kennedy said: “We are really looking forward to the start of the GUINNESS SIX NATIONS in February 2019. Working with the Six Nations, we want to enhance both the Championship and the fan experience whilst using the partnership to encourage the adult fans watching, or attending, the games to drink responsibly.”
It’s official. Here’s to our new partners @SixNationsRugby. Welcome to the Guinness Six Nations. #Guinness https://t.co/6tDO9f1NWM pic.twitter.com/yLUX2R95r1
— Guinness GB (@GuinnessGB) December 7, 2018
Mark Sandys, Global Head of Beer, Baileys and Smirnoff at Diageo said: “This announcement affirms our long-standing support for the game of rugby and cements our position as one of the world’s biggest rugby supporters. We truly believe in the power of sport to connect communities and we’ll be working with the Six Nations to ensure that fans’ experience of the GUINNESS SIX NATIONS is their best yet.”
Watch: Rugby World Cup Japan city guide – Kumamoto
Comments on RugbyPass
Four Kiwis in that backline. A solid statement on the lack of invention, risk-taking and joy in the NH game; game of attrition and head- banging tedium. Longterm medical problems aplenty in the future!
1 Go to commentsGood article, I learnt quite a lot. A big sliding door moment was in the mid 00s when they rejected Steve Anderson's long term transformation and he wrote Ireland's strategy instead.
2 Go to commentsHi Dr Nick! I'm worried that I've started to enjoy watching England and have actually wanted them to win their last two games. What would you prescribe? On a more serious note, I've noticed that the standard of play in March is often better than early February. Do you think this is because of the weather or because the players have been together for longer?
9 Go to commentsMy question in all this brett is who is going to wear the consequences of these actions? Surely just getting the sack isn’t sufficient? A teenager working the till at woolies would probably get taken to court if they took $20 out of the till. You mean to tell me that someone can spend $2.6 million and get away with it? Where was it spent? What companies/people were the beneficiaries etc? How is it just being talked about as an ‘oopsie’ and we all just move on and not a matter of the court for gross negligence, fraud, take your pick…
18 Go to commentslove Manu too but England have relied on him coming back from injury for far too long and not sorted the position with someone else long term . It will be a blessing he has gone . Huge shame he was so injury prone . God speed Manu .
3 Go to commentsI agree with Ben Smith about Brett Cameron. The No. 6 position has to be a monster and a genuine lineout option, like Ollivon, Lawes (now Chessum), Du Toit, etc. The only player who fits that bill right now is Scott Barrett. A fit and fizzing Tuipolotu together with one of the young towers, Sam Darry or Josh Lord, would give Razor the freedom to play Barret at 6.
15 Go to commentsOutstanding article, Graham. Agree with all of it. And enjoy the style of writing too (particularly Grand Slap!).
2 Go to commentsI wouldn't pay a cent for that loafer. He just stands around, waiting for play to come his way. He won't make the Wallabies.
1 Go to commentsGood bit of te reo maori Nic. Or is that Niko or Nikora? On the theme of trees the Oaks v Totara. Game plan would be key. I have one but it would cost you.
9 Go to comments> Shaun Edwards’ You should not have to score 30 points to win a game, as exciting as it is. This statement was surprising to me. It is nonsensical .I guess it is a defence coach speaking. But head coach, defence and attacking coaches all work together. They are inseparable. You score more than the opposition to win. It only needs to be one score. You score whatever the game demands, whatever the opposition demand. You defend whatever it takes. The attack coach needs to be able to clock up 30pts if need be.
9 Go to commentsWho’d have thought, not having Farrell & Youngs kicking the ball at every possible opportunity and playing flat and allowing your centres to run and pass would pay off? No one could possibly have seen this coming. FML. It took a LONG time coming but at least that time has finally come. England need to find a backup to Lawrence. Freeman is the best candidate for me, I see no reason why he can't play 12. He's big, strong, fast and has great hands.
9 Go to commentsLove Manu but he's not the player he was and I imagine Bayonne have paid too much money for him.
3 Go to commentsNew Zealand have not beaten England since 2018 and even that was a pretty close shave.
1 Go to comments“a renewed focus on Scottish-qualified players” Scottish-qualified is another way of saying English. England has development more players for the Scotland national Rugby team in the last 4 years, than Scotland has.
2 Go to commentsThis sounds a lot like the old Welsh rugby proverb “Wales never lose. Other teams just score more points.”
5 Go to commentsFinally,at last, Borthwick has done what the whole of England have been crying out for. Ditch the kick chase and let the players have freedom to attack and run with the ball. It was great to see. Ford played really well and for the first time in ages was 5 yards closer to the gainline which then allowed a more attacking position . Pity it has taken 90 odd caps to do so. However, this has to continue and not be a false dawn . One issue. Marcus. With Ford having one really good game in 5 ,is he the answer long term . Smith puts bums on seats and is terrific to watch . How can you leave him out before he departs for France in disillusion . England are in danger of Simmons , Alex Goode , Cipriani , Mercer and now Smith being unable to get a selection ahead of “favourites” of the management regardless of form . Great to see England play so well .
2 Go to commentsCockerill was an abrasive player in the mould of a Georgian front rower who will have the respect of that pack. Looking forward to seeing what he can do with this exciting team, hopefully they can send a message to unions like Wales that money alone doesn't buy you wins.
2 Go to commentsI like the look of those July matches. Hopefully they'll get some good tests in November too.
2 Go to commentsThis is a poor article, essentially just trolling six nations teams
22 Go to commentsConnaught man? How you can write that without blushing.
6 Go to comments