Six Nations Sponsorship Report

The Six Nations finale last Saturday saw Ireland secure the Grand Slam on St Patrick’s Day weekend – surely the dream advertisement for the event’s beloved title sponsor, Guinness. There were just four main sponsors of the Guinness Six Nations, each looking to use their product directly to enhance the sporting and viewing experience.  Below, we assess exactly how effectively these partnerships were leveraged to benefit both parties.

As expected, Guinness, who signed a six-year deal to be title sponsor in 2019, had a huge visual presence at the Six Nations. Promoting their largest ever responsible drinking campaign, Guinness’ 0.0% alcohol drink logo featured on the pitch, corner flags, and the protection pads on the goalposts. Even beyond that visual branding, Guinness banked on their established position as an alcoholic beverage company, to attract a new audience of non-drinkers or those looking to reduce their alcohol intake.