Guinness has confirmed a two year extension to its ten year partnership with Aviva Premiership Rugby in England.
This bolsters the brands association with the sport through it’s title sponsorship of the Guinness Pro12 and association here with the IRFU.
A rise in match day attendance and tv audiences for the tournament featuring England’s top 12 teams has been credited as a main reason for the extension.
The announcement comes as rival Heineken is ramping up its own headline partnership with the Rugby World Cup that kicks off on September 18th.
“It’s great that we are extending our long-term relationship with Guinness – they have partnered with Premiership Rugby since 2005 and clearly appreciate the success of the domestic game,” said Premiership Rugby Commercial Director Dominic Hayes.
“The continuing growth in attendances and TV audiences are part and parcel of what is a real boom in the club game and we are looking forward to a great Rugby World Cup on home turf creating new interest in the sport.”
“Guinness has a longstanding heritage in rugby and our partnership with Premiership Rugby, which spans more than a decade, reinforces our association with the sport we love,” added Head of Sponsorship at Diageo Europe Rory Sheridan.
