Guinness become official partner of three UK Rugby unions

Diageo brand Guinness has extended its rugby ties by sealing partnerships with the English, Scottish and Welsh rugby unions. The deal sees Guinness become an official partner and official responsible drinking partner of all three unions.

“These new partnerships give us our largest ever presence in rugby,” said John Roscoe, Great Britain’s marketing director for Guinness at Diageo.

A new Guinness rugby campaign will feature England captain Lewis Moody, Lee Byrne of Wales and Scotland’s Sean Lamont.

Guinness, which also have sponsorship rights in Irish rugby, decided not to renew its title sponsorship of the Premiership this year – with Aviva taking over the naming rights.

More to follow…