Beer brand Guinness has been unveiled as the official beer partner for the upcoming Six Nations, an international rugby tournament involving the national teams of England, France, Ireland, Italy, Scotland and Wales.
"A pint of Guinness with your friends is the perfect accompaniment to a game of rugby and has been for a long time now," said John Roscoe, Guinness GB marketing director. "The new partnership with the RBS Six Nations gives us our largest ever presence in rugby with over 120 million in TV audiences watching the RBS Six Nations and demonstrates our long term commitment to the sport"
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John Freehan, Six Nations Rugby chief executive, added, "We are delighted to welcome Guinness on board as an RBS Six Nations partner. The Guinness brand has a longstanding presence in and commitment to rugby that makes them the perfect partner for our championship. The union of Guinness and the RBS Six Nations together espouses all that is great about international rugby union on the field and also off the field in terms of the pan-national camaraderie and friendship that is so unique to our sport and ingrained in the culture of the championship. We greatly look forward to working with Guinness over the years and championships to come."
Owned by global alcoholic beverage company Diageo, within the sport Guinness also acts as the official partner of England Rugby, the Scottish Rugby Union and the Welsh Rugby Union amongst others.
Financial details of the deal were not released.