Guinness announces official partnership with Europe’s biggest LGBT+ inclusive rugby tournament
Feature 11 APR 2019
Professional rugby player Lindsay Peat, referee Nigel Owens and Diageo sponsorship manager Paddy Carberry at the launch of the Union Cup
Guinness has been announced as an official partner of the 2019 Union Cup in Dublin, Europe’s biggest LGBT+ inclusive rugby tournament.
The Union Cup aims to promote diversity and inclusion in sport, and will be held on 8th and 9th June at Dublin City University, with an expected 45 teams from 15 countries taking part. For the first time, the Union Cup will also host a dedicated women’s tournament alongside the men’s.
The Union Cup partnership is part of Diageo’s wider commitment to promote diversity, both on and off the pitch. Earlier this year Guinness sponsored the Six Nation’s Championship, the first year in which a major brand supported both the men’s and women’s championships.
“As a long-standing supporter of rugby, Guinness is proud to announce its partnership with Union Cup Dublin. Rugby has an extraordinary capacity to unite, and this tournament celebrates the unique camaraderie and friendship at the heart of the sport. We are particularly excited that Union Cup Dublin will spotlight inclusivity in the women's game by hosting the first dedicated women’s tournament, alongside the men’s.”Rory Sheridan
Head of Partnerships, Guinness
The partnership also builds on Diageo’s ongoing work to champion inclusive culture through our brands and beyond the workplace, from Smirnoff’s #chooselove campaign that raised awareness of online homophobic abuse to Guinness’ advert telling the story of Gareth Thomas, the first professional rugby player to come out as gay.
Diageo are proud members of Open for Business, an alliance of leading companies from across the world that aims to make and promote a positive business and economic case for LGBT+ rights globally, and internally our Rainbow Network is a dedicated employee group that is focused on raising the profile of LGBT+ issues as well as the broader inclusion and diversity agenda.
Follow the conversation online at #TryWithPride or unioncuprugby.com