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Guinness gates transformed in support of Europe’s biggest LGBT+ inclusive rugby tournament in Dublin

Guinness unveils its Guinness Union Cup gates to support its partnership with Europe’s biggest LGBT+ inclusive rugby tournament, which takes place in Dublin, Ireland for the first time.

Feature

The world-famous Guinness gates at Rainsford Street have been completely transformed for the first time in their history to promote Union Cup, which takes place from 8th to 9th June at DCU Campus, Ireland.

The Guinness gates are passed by two million tourist each year so the brand wanted to use their popularity to help showcase the Union Cup and encourage people to attend the matches.

This is the first time the Guinness gates have ever been any colour other than black or blue. In the early 20th century, the Guinness gates would have been painted ‘Guinness Blue’ - a bright blue – with gold Guinness lettering. This was changed c.1988 to black with gold lettering. 

Guinness has a proud heritage in rugby across a range of provincial, national and tournament sponsorships, some of which span decades. Rugby has an extraordinary capacity to unite and Union Cup celebrates the unique camaraderie and friendship at the heart of the sport, making it a great partner for the Guinness brand.  

Speaking about the Guinness Union Cup Gate transformation, Rory Sheridan, Head of Partnerships – Europe at Diageo said:

 “We are proud to support Union Cup Dublin as it celebrates the power of rugby to unite people, and we hope Guinness gates encourage people to support the teams playing in June. The team at Guinness has championed inclusivity and diversity in rugby, values that are integral to Guinness as a brand, through a number of rugby partnerships. We collaborated with Gareth Thomas to tell his story in 2015, and we recently became the first commercial partner for the Women’s Six Nations. Union Cup Dublin will also spotlight inclusivity in the women's game by hosting the first dedicated women’s tournament in Dublin, and we are delighted to continue to support women’s rugby.

Emerald Warriors President and Chair of Union Cup Richie Fagan, added:

“We are honoured to have a global brand such as Guinness stand in support of inclusive rugby, and to see the iconic gates painted in celebration of 'Union Cup Dublin’ is epic. It is so important for us that our partners like Guinness make this tournament possible, and we’re incredibly proud to showcase how Ireland does it to our 45 visiting teams. We invite Irish people, not just rugby fans, to do the same and come out to support and enjoy the Union Cup at DCU over the weekend.”

In addition, to being official sponsor of the Union Cup, Guinness is also title sponsor of the GUINNESS PRO14, the GUINNESS Six Nations, Official Beer and Official Responsible Drinking Partner of the GUINNESS SIX NATIONS, GUINNESS is also a Proud Partner of the Women’s Six Nations Championship and of each of the Home Nations’ teams.