Guinness champions the Women's Six Nations
Through our Six Nations partnership we're using the power of Guinness' extensive recognition and reach to show that we stand for better balance in sport.
Feature 15 MAR 2019
As the proud partner of the Women’s Six Nations, Guinness is working to enhance the experience of the game for both players and fans, by making simple but significant improvements at women’s fixtures.
This has seen the introduction of new game day entertainment and branding, including:
- Increased provision of match day and game information around the stadium, showing the line-up for both teams, including team profile photos
- Enhancing the experience within the stadium for fans with pre-match entertainment, such as pyrotechnics and music, and introduction of the ‘pitch side pundit’, where ex and current players give punditry on the home union’s social channel pre-match, during half time, and post-match.
- Improving player experience on game days by branding player changing rooms and tunnels
Guinness’ support signals a positive shift towards big brands lending their global standing and recognition to women’s sport.
The brand has also launched a TV advert to celebrate its partnership with the Women’s Six Nations.
The “Sisters” advert tells the story of two female rugby players who are also sisters, one playing for the England national team and the other for Scotland. Previous GUINNESS rugby ads have featured ‘Shane Williams’ (2014) to ‘Gareth Thomas’ (2015), but ‘Sisters’ is the first advert from the brand championing players from the women’s game.
““Guinness is a long-standing supporter of rugby, and we are excited that our partnership with the Women’s Six Nations over the next six years will help to raise the profile of the game by celebrating the people who love it, from the players and coaches to fans and volunteers.””Kate Moore
Sponsorship Manager, Diageo
“Regardless of gender, rugby is one sport that requires grit, determination and skill to play at an international level. Guinness’ partnership of the Women’s Six Nations Championship is hugely welcomed by the sport. Recognition like this from big brands is key to help promote the importance and value of the women’s game and also supports bringing it to new audiences”Danielle Waterman
Ex-international rugby player