Diageo Great Britain has strengthened its relationship with rugby for its GUINNESS brand in Great Britain by announcing a series of international and domestic sponsorship deals.
The makers of Guinness have signed partnership deals with the English Rugby Union (RFU), Scottish Rugby (SRU), Welsh Rugby Union (WRU) and Premiership Rugby.
Following the overwhelming success of the Guinness Premiership establishing the beer as rugby fans’ number one beer* the brand is now able to engage with a wider rugby audience through its new partnerships. The Guinness team will be able to talk to rugby’s passionate fan-base and remind them that the most memorable times watching rugby are when you are with your friends whether that is at the match, down the pub or at home.
The new rugby campaign will be fronted by England captain and World Cup winner Lewis Moody, Welsh full-back Lee Byrne and Scottish speedster Sean Lamont, who will give fans the inside track on their team via exclusive video diaries and feature in point-of-sale branding in pubs and stores around the UK. Fans should log onto www.facebook.com/guinnessgb to watch how international teams prepare for their big matches, debate who the top teams of the week are and win rugby related prizes.
John Roscoe, Marketing Director, Guinness GB said: “A pint of Guinness with your friends is the perfect accompaniment to a game of rugby and has been for a long time now. These new partnerships give us our largest ever presence in rugby and demonstrate our long term commitment to the sport. We’re all about enriching the occasions when fans watch rugby with their close friends so we are encouraging fans, whoever their team is and wherever they watch the rugby, to experience it together over a pint of the black stuff.”
