Guinness is stepping up as a partner of the TikTok Women’s Six Nations to urge fans to pack Musgrave Park in Cork on Saturday for the game between Ireland and England.

They join Vodafone who issued a similar call last week and will create a family fun zone at the Cork venue.

Guinness’ ambition for this year’s Championship, along with the IRFU and Six Nations is to make Ireland’s fixture against England in Musgrave Park on 22nd April a sell-out, by calling on all rugby fans to get behind the women’s team.

In 2021, for the first time ever, the Women’s Six Nations was made a standalone Championship and was no longer played alongside the men’s Guinness Six Nations.

It remains a standalone Championship today and continues to present a massive opportunity to attract new fans to women’s rugby and the Championship.

The Never Settle campaign kicked off in 2021 as Guinness worked closely with Wikimedia to help drive visibility for the women’s game through creating and updating Wikipedia profiles for women’s players across the home Unions.

Guinness also worked with former rugby internationals Brian O’Driscoll, Fiona Coughlan and Niamh Briggs to gain greater visibility for the Women’s game.

This campaign contributed to 22% of rugby sports media coverage generated in April 2021 to be dedicated to the women’s game.

Prior to Never Settle, Guinness shone a spotlight on women’s rugby in 2019 through the inspirational story of a Japanese women’s rugby team who stood together, in the face of societal pressure, to pursue their passion for the game. The “Liberty Fields” story was told by GUINNESS through a 5-minute documentary and TV advert.

As part of this year’s ‘Never Settle’ campaign and to encourage as many people as possible to attend the fixture, Guinness will call on famous faces throughout Ireland from the world of sport and lifestyle to get behind the campaign by sharing the link to purchase match tickets on their social channels and show their support for the Irish team.

Guinness will further promote the ‘Make it a Sell-Out’ initiative through working with their Brand Ambassador and Women in Sport advocate Brian O’Driscoll, player media day, partnering with radio stations across Ireland, social media activity as well as a panel discussion with former Ireland rugby legends ahead of the match.

Speaking ahead of today’s announcement, Alan McAleenan, Guinness Ireland Marketing Director said: “At Guinness, we are extremely proud to have become the first official partner of the Women’s Six Nations in 2019. We are committed to continuing to raise the profile of the women’s game through our rugby partnerships and our dedicated activity across this year’s TikTok Women’s Six Nations Championship.”

“As part of this activity, we want to encourage as many people as possible to purchase tickets to Ireland’s Round 4 match, and last home fixture, against England and to get behind the team, showing them the support that our nation is known for.”

“The support we have seen so far from fans during the Championship has been incredible and it is wonderful to see Guinness encouraging fans to purchase tickets to our Round 4 fixture at Musgrave Park,” added International Sam Monaghan. If the sell-out was achieved it would be a huge step forward for us, as a team, and for women’s rugby in Ireland.”