Joe and Guinness Team up on Rugby

Online media outlet JOE has launched a new series of Rugby content in partnership with Guinness.

‘Baz & Andrew’s House of Rugby’ will go out live on Monday afternoons in the form of both a video and audio series, and will also be supported with written articles and live events for fans.

In this sense, it will go into competition with Off The Ball who host regular live events in partnership with the Heineken Rugby Club.

The Irish show will be hosted by Barry Murphy and Andrew Trimble while will also launch its own edition of ‘House of Rugby’, hosted by James Haskell, Mike Tindall and Sky Sports presenter Alex Payne.

The shows will stand alone from one another, with some cross-over on featured guests and pundits.

Baz & Andrew’s House of Rugby is produced in a purpose-built studio in JOE’s Dublin HQ. It will include analysis of the biggest talking points in the world of rugby and aims to take the audience behind the curtain to reveal what it’s really like to be in the dressing room.

JOE has partnered with Guinness for the show, with media planning handled by Carat and negotiated through The Story Lab, both part of Dentsu Aegis Network.

Episode one, which premiered last week, features host Barry Murphy interviewing his former Munster teammate, Irish out-half, Ronan O’Gara.

In the coming weeks, Murphy and Trimble will be joined by a wealth of household names, such as Ireland centres Garry Ringrose and Robbie Henshaw and Leinster and Ireland forward James Ryan.

Each episode will go live on Monday afternoons, with rugby fans being able to listen on all major podcast platforms and watch the full episode on YouTube.

Show highlights will also go out across JOE’s Facebook, Twitter and Instagram channels. The show will be accompanied by written features on each episode.

In addition, Baz & Andrew’s House of Rugby will be taken on the road with a number of live audience events planned over the course of the season, the first of these will take place in November ahead of Ireland V New Zealand in the Guinness Series.

“We have assembled our dream team for Baz & Andrew’s House of Rugby. We know how passionate Irish rugby fans are about the game and with two pros who have been there and done it at the highest level, Barry Murphy and Andrew Trimble, we know we are going to give fans something special,” said Content Director at JOE, Paddy McKenna.

“This show builds on the success we have had with ‘The Hard Yards’, which was the number one rugby show in the country, and we’re confident this will be an even bigger hit.”

“Maximum Media has a fantastic track-record for breaking new ground in the industry, and Baz & Andrew’s House of Rugby is that in action,” added Daragh Byrne, CEO at Maximum Media.

“Not only is the multi-format nature of what we are doing unique, but creating companion shows for Ireland and UK audiences makes this truly original and hugely ambitious. We are very proud to be doing this with a brand like Guinness who trust us implicitly and share a heritage in rugby as well as a passion for quality and authenticity.”

“It’s great to be teaming up with JOE on Baz & Andrew’s House of Rugby,” said Colum Campbell, Senior Brand Manager at Guinness.

“Guinness has a long and deep association with rugby and we’re constantly looking for new and innovative ways that we can connect with rugby fans across Ireland and the UK, and celebrate the bonds that make rugby so special.”

“We are excited to be working with JOE on this partnership with Guinness,” concluded Dee Levison, Client Director at Carat.

“We see this as a great opportunity to leverage Guinness’ heritage in rugby and the JOE audience across both UK and Ireland.”