RFU extends and enhances Guinness partnership

Beer brand signs four-year renewal with England’s rugby union body.

RFU extends and enhances Guinness partnership

England’s Rugby Football Union (RFU) has renewed its partnership with Guinness for a further four years. 

Under the terms of the enhanced deal, Guinness becomes the official partner of the West Fan Village Stage at all home England men’s national team fixtures played at London’s Twickenham Stadium.  

Diageo-owned Guinness will continue to have a strong presence in and around Twickenham Stadium on matchdays. The parties will also work together on bespoke initiatives designed to improve the overall match day fan experience. 

Guinness has been involved with rugby union for over 40 years and is the title sponsor of the Pro 14, an annual club competition involving sides from Ireland, Italy, Scotland, South Africa and Wales. The financial terms of the agreement with the RFU have not been made public. 

“We are delighted to be renewing our partnership with Guinness - a leading global brand that has a strong rugby association,” said Steve Brown, chief executive of the RFU. “Guinness has become synonymous with England Rugby and the matchday experience, and shares our aims to prioritise fan engagement so together we are looking forward to delivering more unbelievable matchdays to England fans.” 
Ed Pilkington, marketing and innovation director at Diageo Europe, added: “It’s an exciting time to be involved with England Rugby and we’re pleased to be committed to the RFU for another four years.”

England’s men’s team are currently ranked number two in World Rugby’s international standings. Eddie Jones’ side play the first of their three 2017 autumn internationals against 2015 Rugby World Cup semi-finalists Argentina at Twickenham on Saturday.