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Guiness Kicks Off Rugby Deal
Guinness has become the latest sponsor of English Rugby Union’s leading competition.
Guinness has become the latest sponsor of English Rugby Union’s leading competition.
The tournament, formerly called the Zurich Premiership, will be renamed the Guinness Premiership for the start of the 2005/2006 season. The deal has been valued at more than £20m and extends the association between rugby and Guinness – it is currently Official Beer of the 2005 British & Irish Lions and sponsor of Sky Sports rugby broadcasting as well as London Irish RFC.
Guinness’s marketing director, Nick Robinson, said, “We are delighted to have signed this agreement with Premier Rugby to become title sponsor of The Guinness Premiership, the world’s leading domestic rugby union competition, in what is the number two sport in the UK. We have a long and happy association with rugby in the UK and rugby fans will find us a dedicated and responsible sponsor with a passionate and genuine interest in the game. Our aim is to work with the clubs to build excitement around the games themselves to enhance the fans’ experience as much as possible.”