Guinness extends and elevates Six Nations Rugby Championship partnership

Renowned beer brand Guinness has solidified its longstanding partnership with the organisers of the annual Six Nations rugby union tournament, taking it to new heights with an expanded deal that now includes naming rights for the women’s edition.

The Women’s Championship will be rebranded as the Guinness Women’s Six Nations starting in 2024, while the men’s Championship will retain its existing title as the Guinness Men’s Six Nations.

Guinness steps in as the title sponsor for the women’s edition, succeeding TikTok, which prematurely concluded its association with the European national teams’ competition featuring England, Scotland, Wales, Ireland, France and Italy. The annual value of the comprehensive Guinness deal, covering both men’s and women’s Six Nations, is reported to be £15 million (AUD$28.3 million).

“Guinness and the Six Nations have become synonymous, and everyone involved in the partnership, including our unions, is truly excited to continue our work together for many more years,” enthused Tom Harrison, CEO of Six Nations Rugby.

“This is a defining moment for rugby, with huge potential on the horizon and a genuine opportunity to widen the audience for the sport, to help secure its future.”

Highlighting the significance of the women’s game as a growth engine for rugby, Harrison noted that Guinness’s involvement would contribute to accelerating progress in this domain.

“We are fully committed to the game of rugby and the values it supports in creating an inclusive game for everyone,” Stephen O’Kelly, Diageo’s global brand director for Guinness, added.

“That’s why we are proud that Guinness will become the title partner of the Women’s Six Nations in 2024, alongside the extension of its title partnership of the Men’s Championship.

“This new partnership will help support the skill and talent of the women’s competition to surge forward towards a level playing field between the men’s and women’s game. It is our goal to never settle until rugby is a place where everyone belongs, where we hold nothing back, and where we unite together in sport and life.”

Guinness initially became the first partner of the Women’s Six Nations in 2019, coinciding with the commencement of their title partnership of the Men’s Championship. The 2024 Guinness Men’s Six Nations is set to kick off on February 2, followed by the 2024 Guinness Women’s Six Nations starting on March 23.

The surge in popularity of women’s rugby union aligns with the broader growth in demand for women’s sports in recent years.