UK: Diageo extends Guinness rugby ties

By just-drinks.com editorial team | 1 November 2010

Diageo strengthens Guinness rugby links

Diageo has strengthened the presence of Guinness on the UK rugby union scene by signing sponsorship deals with the national rugby bodies for England, Wales and Scotland.

The three-year deals, which include pouring rights at stadiums and hospitality, come just ahead of the Autumn Internationals series, during which Australia, South Africa and New Zealand tour the UK and Ireland. Financial details behind the tie-ups were not disclosed.

"These new partnerships give us our largest ever presence in rugby," said Diageo Great Britain's marketing director for Guinness, John Roscoe, today (1 November).

The announcement follows the conclusion of Guinness' sponsorship of the Guinness Premiership rugby competition in England earlier this year.

Rugby fans will be able to follow the England, Wales and Scotland national teams, as well as win prizes, via a Guinness page on Facebook.

Diageo already has a sponsorship deal for Guinness with Ireland's national rugby body.

The drinks giant praised market share gains for Guinness in the UK during the firm's most recent fiscal year, to the end of June. Guinness accounted for 8% of on-trade beer volume sales in the UK, the brand's highest level to date, during the 12 months.

Sectors: Beer & cider, Marketing – advertising & promotions

Companies: Guinness, Diageo

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