Guinness announces England rugby deal

Guinness has become the official beer of England rugby in a new four-year partnership.

The partnership builds on the brand’s existing presence in international rugby as well as in and around Twickenham Stadium. Guinness and the RFU also said they would be working together to “enhance the fan experience on international match days”.

Stephen O’Kelly, marketing director of Guinness Western Europe said: “Today’s announcement marks the next stage of our ongoing commitment to international and English Rugby. We are delighted that Guinness has become the Official Beer of England Rugby at an incredibly exciting time for the sport in this market.

“This partnership demonstrates our commitment to pouring great pints of the black stuff, promoting responsible drinking and engaging fans on match days.”

The partnership between Guinness and the RFU is also accompanied by renewed partnerships for Guinness with the Six Nations Rugby Limited, Scottish Rugby Union, Welsh Rugby Union and Premiership Rugby.

Sophie Goldschmidt, chief commercial officer at the RFU added: “We are delighted to be announcing another long term partnership with a brand that has a strong rugby association and shares our aims to prioritise fan engagement.

“This new broadened partnership with Guinness is in line with our strategy to have integrated more enhanced partnerships and we are looking forward to working with them to provide the best match day experience for fans.”