Guinness signs Six Nations deal

Guinness has signed a deal to be the official beer partner of rugby union’s RBS Six Nations.

The Diageo stout brand had partner deals with the English, Welsh and Scottish set-ups during last autumn’s internationals, and is already the official beer of the Irish Rugby Football Union.

The Guinness Six Nations campaign will be fronted by England’s Lewis Moody, Lee Byrne of Wales and Scotland’s Sean Lamont, and will include online video diaries and POS branding in stores and pubs.

Guinness marketing director John Roscoe said: “The new partnership gives us our largest ever presence in rugby with over 120 million TV audiences watching the Six Nations.”