Diageo unveils Guinness rugby package

Diageo has unveiled details of a Guinness support package for licensees during the RBS Six Nations.

Around 6,000 pubs across Great Britain will receive a Guinness rugby kit to coincide with the tournament that kicks-off in February.

The kit will include branded fixture list posters, bunting, banners, and window stickers.

Pub customers will also have a chance to win a range of prizes including a VIP trip to watch the British Lions on tour in South Africa.

Lee Bailey, Guinness sponsorship manager at Diageo GB said: "Our research shows 70 per cent of licensees agree that showing rugby in outlet drives footfall.

"February and March 2009 will offer five weekends of international rugby action and we know that the Guinness kits help outlets activate these increased footfall occasions and drive total sales, as well as sales of the black stuff, amongst the three and a half million Guinness drinkers who are keen rugby fans."

Diageo is investing £8m in the Guiness brand over 2008-9 to strengthen its links with rugby.