Guinness signs deal with RFU to become official England rugby beer

The four-year deal means that Guinness has replaced Greene King IPA as the beer partner of English rugby. Guinness brewer Diageo is currently an official partner of the RFU and already has pouring rights at Twickenham.

The brewer said it was continuing its "commitment and promotion of responsible drinking" by maintaining its role as official responsible drinking partner of England Rugby.

Sophie Goldschmidt, chief commercial officer at the RFU, said: “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.”

Stephen O’Kelly, marketing director Guinness Western Europe, added: “Today’s announcement marks the next stage of our ongoing commitment to international and English Rugby. This partnership demonstrates our commitment to pouring great pints of the black stuff, promoting responsible drinking and engaging fans on match days.”

The new deal is also accompanied by renewed partnerships for Guinness with the Six Nations Rugby Ltd, Scottish Rugby Union, Welsh Rugby Union and Premiership Rugby.