The Rugby Football Union (RFU) has today announced that it has renewed its partnership with GUINNESS. Building on decades of rugby heritage, this new enhanced four year partnership will see GUINNESS work closely with the RFU to give fans an unrivalled match day experience.
The RFU’s announcement reconfirms GUINNESS’s commitment to international rugby. GUINNESS has been involved with rugby for over 40 years and is proud to support the game both internationally and domestically. The partnership with the RFU is central to this.
The new partnership builds on the brand’s already strong presence in and around Twickenham Stadium, as GUINNESS and the RFU collaborate to enhance the fan experience, with GUINNESS becoming the Official Partner of West Fan Village Stage and Show, as well as providing the famous GUINNESS Surge Bar. Celebrating a passion for rugby, GUINNESS will also create unique opportunities with England Rugby legends to deliver engaging experiences and content for all supporters, not just those at Twickenham.
Steve Brown, Chief Executive Officer at the RFU commented:
“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.” Ed Pilkington, Marketing and Innovation Director, Diageo Europe, added: “It’s an exciting time to be involved with England Rugby and we’re pleased to be committed to the RFU for another four years. We’re incredibly proud of GUINNESS’ presence at Twickenham, but as England Rugby goes from strength to strength expect to see GUINNESS work with the RFU to take the fans’ match-day experience to new heights.”