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Guinness signs multi-million Six Nations sponsorship deal


2018 Six Nations champions Ireland. (Photo by Laurence Griffiths/Getty Images)
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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.

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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.

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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.

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.

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“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.”

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.”

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NoLongerARuck 1 hour ago
Nations Championship: 'The data shows the north has finally caught up with the south'

The Six Nations produced so many compelling games and so much of action packed moments that you can only conclude that its the best international comp out there at the moment except for a world cup. If Wales improve it will be even better especially given the strides Italy have made in recent times. The Rugby Championship is now taking a hiatus in a year it really should be building toward something better which is terrible considering the competition was so tight last year. The Nations Champs promises much but one gets the feeling that the 6 Nations teams will not be at their peak given its at the end of their long season. In terms of rugby quality and entertainment Id rather watch the 6 Nations over everything else other than a world cup right now. The North arguably offers more in terms of entertainment than the South at club level as well. The Prem, the Champs Cup, URC and Top 14 all feature plenty of scoring and different playing styles while Super Rugby seems to be the same thing game in game out. While the South tries to speed up the game artificially with new trials and law variations the North has shown you can do it with good refereeing which penalises cynical play harshly and encourages positive actions on the field. In terms of entertainment the North wins. In terms of winning? They are making strides but until they win another world cup or get a team to rank number 1 again for an extended time again they cant really say they are better than the South.

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