Guinness and the RFU commit to enhancing rugby’s fan experience
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Diageo has today confirmed the Guinness brand’s commitment to international rugby by becoming the Official Beer of England Rugby. Building on decades of rugby heritage, the new four year partnership marks a key milestone for both the Rugby Football Union (RFU) and Guinness as English Rugby prepares for an exciting few years ahead. The brewer is continuing its commitment and promotion of responsible drinking by maintaining its designation as Official Responsible Drinking Partner of England Rugby.
The new partnership builds on the brand’s already strong presence in and around Twickenham Stadium, with Guinness and the RFU working collaboratively to enhance the fan experience on international match days. Celebrating a passion for rugby, the enhanced partnership will create unique opportunities to deliver engaging experiences for supporters.
Sophie Goldschmidt, Chief Commercial Officer at the RFU commented:
“We are delighted to be announcing another long term partnership with a brand that has a strong rugby association and shares our aims to prioritise fan engagement. This new broadened partnership with Guinness is in line with our strategy to have integrated more enhanced partnerships and we are looking forward to working with them to provide the best match day experience for fans.”
Stephen O’Kelly, marketing director Guinness Western Europe added:
“Today’s announcement marks the next stage of our ongoing commitment to international and English Rugby. We are delighted that Guinness has become the Official Beer of England Rugby at an incredibly exciting time for the sport in this market. This partnership demonstrates our commitment to pouring great pints of the black stuff, promoting responsible drinking and engaging fans on match days.”
The partnership between Guinness and the RFU is also accompanied by renewed partnerships for Guinness with the Six Nations Rugby Limited (SNRL), Scottish Rugby Union (SRU), Welsh Rugby Union (WRU) and Premiership Rugby further cementing the brand’s commitment to rugby as the sport’s profile continues to rise in the market.
