England's Rugby Football Union extended its sponsorship deal with renowned Irish stout brand Guinness for a further four years.
The renewal, which takes effect next season, will see Guinness continue as the official beer partner for England Rugby, a role it has filled since 2013, and maintain its rights as the exclusive stout at Twickenham Stadium for RFU events until August 2025.
In addition, the beer brand will maintain its position as official responsible drinking partner for England Rugby.
Under the agreement, the Guinness Surge Bar in Twickenham’s West Fan Village will remain, while the brand will continue to engage with fans outside of the stadium through various digital campaigns.
Simon Massie-Taylor, commercial chief at RFU, said: “We thank Guinness for their support during the pandemic and are delighted to add another four years to our relationship with them. We look forward to continuing our work with Guinness to provide the best match day experience for fans.”
Kate Moore, head of sponsorships at Diego GB, added: “Today’s announcement marks the next stage of our ongoing commitment to English Rugby. We’ve been on an exciting journey with the Rugby Football Union since 2013 and we’re thrilled to continue this relationship for another four years. Through great pints of the black stuff, we’ll be able to enhance the fan experience, whilst continuing our support for both the men’s and women’s teams and the sport as a whole.”
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Guinness has a wealth of sports partners including rugby union’s Six Nations, Women’s Six Nations and the Irish Rugby Football Union.
Meanwhile Major League Rugby, the top North American rugby union competition, has named the analgesic supplier Wintergreen as an official partner.
The partnership will see Wintergreen provide products, which are designed to help the performance and recovery of professional athletes, to each team.
Wintergreen will receive brand exposure at three dozen nationally televised matches, in-venue signage and Hits of the Week features.