Diageo also sponsors Irish hurling through its Guinness brand

Diageo also sponsors Irish hurling through its Guinness brand

Diageo has secured another season of sponsorship tying its Guinness brand to England's Aviva Premiership rugby league. 

The deal, announced today (16 April), will see Guinness be the official beer of the umbrella organisation for the 12 teams in the divison until at least the end of the 2014/15 campaign. Diageo also sponsors the Gaelic Athletic Association's All-Ireland Senior Hurling Championship through its Guinness brand.

Rory Sheridan, Diageo's Western Europe head of sponsorship, said: "We're extremely proud of our long-standing association with English domestic rugby and our continuation with Premiership Rugby during an exciting period of growth for the sport.”

Financial details of the extended tie-up were not disclosed. 

Last month, Diageo pulled its Guinness sponsorship from New York City's St Patrick's Day parade after organisers refused to change the event's policy on gay and lesbian groups.