Wager Mage
Wager Mage
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The six-year agreement with the Irish brewer, which will see Guinness pay close to UK£6 million in the first year and then grow annually, sees the competition's sponsorship continue to drop in monetary value. However, the UK£6 million fee is set to double by the end of the long-term arrangement.
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Read More »European rugby union’s flagship international tournament, the Six Nations, has signed a deal with beer brand Guinness to become its new title sponsor. The six-year agreement with the Irish brewer, which will see Guinness pay close to UK£6 million in the first year and then grow annually, sees the competition’s sponsorship continue to drop in monetary value. However, the UK£6 million fee is set to double by the end of the long-term arrangement. It follows the fallout of the 2018 edition of the tournament, when a cut-price deal was agreed with Royal Bank of Scotland (RBS)-owned Natwest for a reported UK£11 million (US$14.3 million). Following the 2017 edition, organisers ended the Six Nations’ 14-year association with RBS, with tournament executives valuing its title sponsorship at UK£100 million over the period of six years. However, they were then unable to find a suitable partner. Natwest ultimately agreed a contract on a single-year basis. Commenting on the new partnership, Six Nations chief executive Benjamin Morel said: “Guinness are world leaders and our partnership between two great iconic brands will enable us to reach new audiences on a global scale. John Kennedy, president for Europe, Turkey and India of Diageo, the ownership company of the Guinness brand, added: “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.” In October, it had been reported that the Six Nations was close to agreeing a title sponsorship with banking group HSBC, while specialist publication the Rugby Paper also noted that tournament officials were resigned to taking a further hit on the financial value of its title sponsorship. The move is not Guinness’ first foray into the sport, though, with the famous Irish brand currently tied to a similar title sponsorship deal with the Pro14, the annual league involving teams from Ireland, Italy, Scotland, South Africa and Wales. It also holds partnerships with the unions of England, Ireland, Scotland and Wales, as well as with Irish outfits Munster and Leinster. European rugby union’s flagship international tournament, the Six Nations, is set to sign a deal with beer brand Guinness to become the new title sponsor, according to a report in UK daily newspaper the Times.
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