Guinness strengthens rugby union sponsorship deals

Related tags Rugby union

Guinness has strengthened its associations with rugby union by agreeing new sponsorship deals with the national bodies for England, Scotland and...

Guinness has strengthened its associations with rugby union by agreeing new sponsorship deals with the national bodies for England, Scotland and Wales.

The Diageo beer brand will now back the English Rugby Union, Scottish Rugby, Welsh Rugby Union and Premiership Rugby. The three year deals include signage, pouring rights, tickets and hospitality at each of the union's home fixtures and Premiership matches.

England flanker and Rugby World Cup winner Lewis Moody, Welsh full-back Lee Byrne and Scottish speedster Sean Lamont will front the campaign. The trio will feature in PoS material and will post exclusive video diaries online. Fans can also watch teams prepare for big matches via the Facebook page.

John Roscoe, marketing director for Guinness GB said: "These new partnerships give us our largest ever presence in rugby and demonstrate our long term commitment to the sport. We are encouraging fans, whoever their team is and wherever they watch rugby, to experience it together over a pint of the black stuff."

Guinness is already the official beer of the Irish Rugby Football Union and London Irish.

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