Guinness is to become the new title sponsor of the Six Nations, with the rugby tournament to be known as the Guinness Six Nations from 2019.
The new sponsorship is a six-year deal and strengthens Guinness’ commitment to rugby, adding to a portfolio that includes the Guinness PRO14, and partnerships with the four Home Unions and clubs Leinster and Munster.
The Diageo brand said it would use its sponsorship to encourage the millions of adult fans watching or attending the games to drink responsibly.
Mark Sandys, Global Head of Beer, Baileys and Smirnoff at Diageo, commented: “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 Guinness Six Nations is their best yet.”