Guinness demonstrates the growing commercial value of women’s sport with £15m sponsorship deal

Guinness has taken a giant stride in underlining the escalating worth of women's sports with its unprecedented £15 million per year sponsorship deal for the Women's Six Nations. This move comes on the heels of their pioneering sponsorship in 2019, solidifying the brand's commitment to supporting diversity and inclusion in sports.

The Women's Six Nations, formerly backed by TikTok, will now be rebranded as the "Guinness Women’s Six Nations," marking a historic moment for women's sports. Stephen O’Kelly, Diageo’s Global Brand Director for Guinness, encapsulated the brand's dedication: