Ulster Rugby has opened the 2026/27 season of its Business Club with a discussion on the evolving relationship between sport, sponsorship and brand building, featuring Guinness Global Marketing Manager – Sports Paddy Carberry.
The event, held at Affidea Stadium in association with A&L Goodbody, brought together business leaders, commercial partners, and club representatives for a conversation titled From Pitch to Pint – The Business of Sport & Brand.
Hosted by Sport for Business CEO Rob Hartnett, the discussion explored the role of sport in the strategy of one of the world’s best-known consumer brands, as well as how rights holders and sponsors can build stronger connections with supporters.
Carberry spoke about Guinness’ long-established association with rugby, the changing nature of sports sponsorship and the importance of creating experiences that extend beyond conventional branding and visibility.
He also addressed changing consumer behaviour, innovation in sponsorship activation, and the growing importance of making partnerships relevant to the communities and supporters around individual teams and sports.
“At Guinness, we’re incredibly proud to partner with Ulster Rugby, a club that sits at the heart of its community and inspires passionate support both on and off the pitch,” he said.
“As a global brand with a local heartbeat, we’re always looking for opportunities to connect with fans through the sports they love, and rugby has been part of the Guinness story for generations.
“This partnership allows us to celebrate the unique culture and pride of Ulster Rugby while bringing people together through shared experiences.”
Carberry added that Guinness remained committed to rugby from grassroots level through to the professional game and saw the Ulster Rugby partnership as another opportunity to build connections with supporters.
New Commercial Relationship
The gathering was the first Ulster Rugby Business Club event since Diageo became the club’s Official Pouring Partner.
That relationship provided an immediate backdrop to the discussion, with guests attending a Guinness reception before an audience Q&A covering brand strategy, innovation, women’s rugby, sponsorship activation and the future development of commercial partnerships in the sport.
The conversation also highlighted the increasing expectation on sponsorships to deliver more than traditional brand exposure.
That increasingly means combining broadcast and digital visibility with live experiences, storytelling, community activity and opportunities to engage directly with supporters.
Building a Business Community
The Ulster Rugby Business Club, run in association with A&L Goodbody, has been established as a forum bringing together leaders from across business and sport.
Its events combine networking with insight from senior figures across sponsorship, leadership, sport and business.
Further events are planned across the 2026/27 season featuring speakers from both sectors.
Guinness and Ulster Rugby are full members of Sport for Business.
If you would like to be part of the Sport for Business community and see your organisation in our content, on our stages, and in the conversation happening every day around the commercial world of Irish Sport, email us today and let’s see what is possible.
Image Credit: Ulster Rugby
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