RFU prolongs partnerships with Guinness and OPRO
Guinness, the renowned Irish beer brand, has extended its sponsorship of England’s Rugby Football Union in a deal that includes a significant presence at the national team’s Twickenham Stadium.
Under the four-year renewal announced today, Guinness becomes the official partner of the West Fan Village Stage and Show, and will continue to give its name to the Guinness Surge Bar at the venue.
Guinness, which is owned by international drinks giant Diageo, is one of the RFU’s second-tier partners and suppliers in a deal that includes pouring rights at Twickenham, and activates the partnership through various fan-friendly initiatives.
The brand has been involved in rugby for over 40 years and, in addition to the RFU, supports the Irish Rugby Football Union, the Scottish Rugby Union and the Welsh Rugby Union and the annual Six Nations tournament, while also serving as the title sponsor of the PRO14 competition involving provincial teams from Ireland, Italy, Scotland and Wales.
RFU chief executive Steve Brown said: “We are delighted to be renewing our partnership with Guinness - a leading global brand that has a strong rugby association. Guinness has become synonymous with England Rugby and the match-day experience, and shares our aims to prioritise fan engagement so together we are looking forward to delivering more unbelievable match days to England fans.”
Meanwhile, the governing body has also renewed its licensing agreement with OPRO, the UK-based manufacturer of advanced mouthguards, for four years.
OPRO will remain the official mouthguard of England Rugby, producing special branded products, and a supplier of the CBRE All Schools programme, a grassroots project developed by the RFU with the aim of increasing the number of secondary state schools playing rugby union and encouraging new players to join local clubs.
OPRO has been a partner of the RFU since 2012 and also has tie-ups with the Australian Rugby Union, New Zealand Rugby and 11 of the 12 teams in England’s top-tier Premiership Rugby.