Ulster Rugby has announced a new multi-year pouring partnership with Diageo that will commence from the 2026/27 season at Affidea Stadium.
The agreement will see Diageo become the official pouring partner across the stadium, covering general admission areas, premium hospitality, and corporate spaces as the province continues its focus on enhancing the overall supporter experience.
Under the partnership, supporters attending matches and events at Affidea Stadium will have access to a range of Diageo brands, including Guinness and Guinness 0.0, brands with a long-standing association with rugby on the island of Ireland and internationally.
The partnership aligns with Ulster Rugby’s broader supporter engagement strategy ahead of the 2026/27 campaign, with the club currently promoting season ticket renewals and placing a renewed emphasis on strengthening the relationship between the province and its fan base.
Ulster Rugby CEO Hugh McCaughey described the agreement as an important step in continuing to improve the matchday experience for supporters.
“We are delighted to welcome Diageo as our new pouring partner from the 2026/27 season,” he said.
“This partnership represents an exciting opportunity to further enhance our offering across Affidea Stadium and continue improving the overall matchday experience for our supporters.
“Guinness has such a strong connection with rugby and with fans across the island of Ireland, and we look forward to working together to create memorable experiences and special moments for everyone who visits Affidea Stadium.”
The agreement further strengthens Diageo’s presence within rugby, where Guinness has long been one of the most visible and recognisable commercial brands through partnerships across both club and international competitions.
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