Six Nations Rugby and Guinness have announced a new long-term partnership that will see the women’s Championship renamed the Guinness Women’s Six Nations as of 2024, alongside the extension of the Title Partnership of the Men’s Championship, the Guinness Men’s Six Nations.
The Women’s Six Nations has been sponsored by TikTok for the past two years, changing the age profile of the fan base and encouraging the different nations and players to engage with TikTok creation. The brand partnership signed in 2022 was to run until 2025 but the brand is not currently featured on the Six Nations website.
The expansion of the Guinness partnership “reflects a shared ambition to continue to build both events into the most valued and respected Championships in world sport, offering the widest possible appeal for a global audience.”
Guinness were the original partner of the Women’s Six Nations in 2019, at the same time as their Title Partnership of the men’s Championship began. The renewal of that relationship confirms the brand as one of the world’s biggest supporters of women’s rugby.
“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,” said 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.”
“The women’s game is the biggest growth engine for rugby, and through this partnership, Guinness will help accelerate this.”
“We are fully committed to the game of rugby and the values it supports in creating an inclusive game for everyone,” added Stephen O’Kelly, Diageo’s Global Brand Director for Guinness.
“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. This is a new era for Guinness Rugby and we can’t wait for it to kick off. Let’s raise a Guinness to the future of these Championships, which are set to be as exciting for the fans as they will be for us.”
The 2024 Guinness Men’s Six Nations begins on February 2nd, and the 2024 Guinness Women’s Six Nations will kick off on March 23rd.
