Guinness has been announced as the official beer partner of England Rugby for four years, under a new partnership.
Sophie Goldschmidt, chief commercial officer at the Rugby Football Union (RFU), said: “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.”
The new partnership looks to build on the brand’s presence in and around Twickenham Stadium, and will aim to create experiences and opportunities for supporters.
Stephen O’Kelly, marketing director for Guinness Western Europe, added: “Today’s announcement marks the next stage of our on-going 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.