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Guinness signs multi-million Six Nations sponsorship deal

2018 Six Nations champions Ireland. (Photo by Laurence Griffiths/Getty Images)

The Six Nations has finally landed itself a new sponsor. Their long-running association with RBS ended in 2017, with Natwest taking over on a one-year deal for the 2018 Championship.

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Rumours of a new sponsorship deal surfaced on Thursday, with the announcement being formally made on Friday.

Its been confirmed that Guinness will be the new title sponsor of the historic tournament, taking over for the 2019 edition. They’ve signed a six-year deal, widely reported to worth in the region of £50 million, with the first year being worth £6m and that figure is set to double by the final year of the deal, in 2024.

The first match of the newly re-branded tournament will see France take on Wales on February 1st at the Stade de France in a Friday evening contest. A day later Scotland host Italy, with matchday one wrapped up when Grand Slam champions Ireland play England at the Aviva Stadium.

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It’s the latest dip into the rugby market for Guinness, who also sponsor the PRO14 and have deals in place with all four home unions, along with Leinster and Munster.

Six Nations CEO Benjamin Morel said: “We are absolutely delighted to enhance our long-standing relationship with GUINNESS and they will be a terrific title sponsor for Rugby’s Greatest Championship. GUINNESS are world leaders and our partnership between two great iconic brands will enable us to reach new audiences on a global scale.

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“We could not be more excited to be working with the GUINNESS team over the coming years on developing new and innovative ways to connect with our fans and consumers.”

Diageo President for Europe, Turkey and India, John Kennedy said: “We are really looking forward to the start of the GUINNESS SIX NATIONS in February 2019. Working with the Six Nations, we want to enhance both the Championship and the fan experience whilst using the partnership to encourage the adult fans watching, or attending, the games to drink responsibly.”

Mark Sandys, Global Head of Beer, Baileys and Smirnoff at Diageo said: “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.”

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Comments on RugbyPass

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Cantab 17 days ago
Teenager Braxton Sorensen-McGee reflects on dream Black Ferns debut

Although NZ won comfortably enough they weren’t always convincing and a better opposition may well have found them out. If our gun 7s players can translate their skills to the 15s game the team would have the ability to beat anyone. Need to be given the chance though.

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James 17 days ago
'Whisper it, but the Wallabies could out-scrum the British and Irish Lions this summer'

And how do you see the Wallabies loosehead / Lion’s tighthead battle Nick?

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dw 17 days ago
'Whisper it, but the Wallabies could out-scrum the British and Irish Lions this summer'

Also interested in your thoughts on A Bell. Haven't noticed many scrum issues recently. He also seems to play 60 or so mins every game. A bit of a fan (even though he’s a tah..) but wondered if the Lions would target his scrummaging

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dw 17 days ago
'Whisper it, but the Wallabies could out-scrum the British and Irish Lions this summer'

True. And you look at how the European coaches have got so much out of skelton and how much the local fans love him…and then some Oz fans will still say “he played poorly for the tahs I'm 2015!”

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dw 17 days ago
'Whisper it, but the Wallabies could out-scrum the British and Irish Lions this summer'

Thanks Nick but your headline has just jinxed us and reminded me of that night in 2013!

I love any analysis of the scrums such as the above. Cheers.


Allalatoa seems to be in good form and Nongorr appears to be able to hold his own? I think they will pick Tupou regardless of form. After Friday night I am concerned he could be sent off in the first five mins of the test though! He got too pumped up and hit a player high and was carded

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RedWarriors 17 days ago
'Most complacent selection decision you will ever see': Barrett benching slammed as Leinster knocked out

I watched the mainstream NZ pundits eg Mils Muliaina and they DID back NZ to win almost to a man.

Ireland will talk their team up as anyone would with the caveats we are playing the ABs and match was de facto 50:50, That is not the same as dismissing the opposition. EG After the quarter John Kirwan said he was sorry France didn’t win versus SA becuase a ‘France-NZ final would be perfect. (The semis had not even been played yet, England and Argentina completely dismissed! He didn’t even realize his own arrogance) NZ are not even aware of the arrogance they exude. Has no Kiwi politely asked the national team to take down the ‘Superstars and Humble Heroes’ boasting on the AB site? Its cringeworthy stuff. Do NZ really see themselves like this?

Note all this BS about Irish arrogance started just after NZs defeat in the 2022 series. Not a coincidence.

Also: this is Irish national TV. We will talk our team up as everyone does. We care too much about judgemental and thin skinned Kiwis getting offended.

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JM 17 days ago
'Whisper it, but the Wallabies could out-scrum the British and Irish Lions this summer'

Aussie rugby fans are obsessed with players they hate, for whatever reason.

Michael Hooper is another one, and the hatred only increased whenever he won John Eales medals or the two times he was nominated world player of the year.

I reckon it is because our forwards are technically and mentally weak they put it all on one player who they think should make way for the messiah.

Same for the general team performance and the hate put on players like White, Lolesio, and Foley who should be pulling rabbits out of the hat every play.

I reckon, if we had of had 5 players with Hooper’s desire and drive spread across the team (and especiallythe forwards), we wouldn’t have woken up in the bottom of the ditch.

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RedWarriors 17 days ago
'What he’s given to this club is nothing short of incredible'

He shouldn’t have been picked. Not physically able for the most intense matches notably in Twickenham last year. Giving him the captaincy was also a very short sighted decision then after RWC 2023. Ireland have a tendency to be a little too loyal, which can mean the team ages and the rebuild is bigger than should be.

Plenty of lads out there to fill that squad.

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OJohn 17 days ago
Geoff Parling returns to Leicester as head coach

Hooray

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Carlos 17 days ago
'Whisper it, but the Wallabies could out-scrum the British and Irish Lions this summer'

He was also a YC magnet.

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Carlos 17 days ago
'Whisper it, but the Wallabies could out-scrum the British and Irish Lions this summer'

Windsor-Faulkner-Price. 😊

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Solenn Bonnet 17 days ago
Leinster cleanse palette with record URC scoreline against Zebre

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Mzilikazi 17 days ago
'Whisper it, but the Wallabies could out-scrum the British and Irish Lions this summer'

Ah, the Pooler front row ! Most legendary in the history of the , I would think. Max Boyce helped…”Here we. here we, here we go, with the Pontypool front row.”

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Mzilikazi 17 days ago
'Whisper it, but the Wallabies could out-scrum the British and Irish Lions this summer'

Would not go as far as whole house in our family, but for me, yes, W1. Loved playing in the scrum, love watching now😀

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M
Mzilikazi 17 days ago
'Whisper it, but the Wallabies could out-scrum the British and Irish Lions this summer'

Yes, I see that article here on RP, Nick. That is good news that Schmidt is going to look at the o’seas players.


Yes, I would think you are right that LAR will qualify. On the same points as MP, but surely they are too good not to win this crunch game….could be tEnse for ROG in the stands though.

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BC 17 days ago
Who would make it into a Women's British and Irish Lions starting XV?

I would pick Oifa Wafer at 6, put Aldcroft in the second row with Ward. I think Wafer is one of the few non-England players mentioned that would contend for a Red Rose shirt, the others being King and possibly Neve Jones. Conversely there are two English players mentioned, Sing and Venner, that probably won’t even make the Red Rose WC squad, let alone a Lions Tour. Still a lot can change in two years, watch out for Millie David.

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Otagoman II 17 days ago
'Whisper it, but the Wallabies could out-scrum the British and Irish Lions this summer'

Great article NB, thanks. I would like to know what is the reasoning why so many things are penalties in the scrum. Is it to do with safety or something else?

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NB 17 days ago
'Whisper it, but the Wallabies could out-scrum the British and Irish Lions this summer'

👍

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N
NB 17 days ago
'Whisper it, but the Wallabies could out-scrum the British and Irish Lions this summer'

Always the same at the other place. Some of those perceptions of him at the Tahs - lazy, overweight and slow - were impossible to shift!

37 Go to comments
N
NB 17 days ago
'Whisper it, but the Wallabies could out-scrum the British and Irish Lions this summer'

Hang on to Miz Carlos!

37 Go to comments
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LONG READ 'Owen Farrell's season may have been a disaster but it has not diminished interest around him' 'Owen Farrell's season may have been a disaster but it has not diminished interest around him'
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