IRISH stout brand Guinness has been announced as the new sponsor of the Six Nations Rugby Championship.
The Diageo-owned brand has embarked on a six-year sponsorship deal, taking over from previous sponsor RBS. The tournament will be known as the Guinness Six Nations from this year.
Diageo said that it would champion the fan experience, using its sponsorship to encourage adult fans to drink responsibly.
Mark Sandys, global head of beer, Baileys and Smirnoff, Diageo said: “This announcement affirms our long-standing support for the game of rugby and cements our position as one of the world’s biggest rugby supporters.
“We truly believe in the power of sport to connect communities and we’ll be working with the Six Nations to ensure that fans’ experience of the Six Nations is their best yet.”
