Guinness Is Official Beer Of England Rugby

The Rugby Football Union has named Guinness as the Official Beer of England Rugby in a new enhanced four year partnership. The brewer will continue its promotion of responsible drinking by maintaining its designation as Official Responsible Drinking Partner of England Rugby. 

The new partnership builds on the brand’s strong presence in and around Twickenham Stadium, with Guinness and the RFU working to enhance the fan experience on international match days.  Celebrating a passion for rugby, the partnership will create unique opportunities to deliver engaging experiences for all supporters, not just those at Twickenham. 

Sophie Goldschmidt, Chief Commercial Officer at the RFU commented: “We are delighted to be announcing another long term partnership with a brand that has a strong rugby association and shares our aims to prioritise fan engagement.  This new broadened partnership with Guinness is in line with our strategy to have integrated more enhanced partnerships and we are looking forward to working with them to provide the best match day experience for fans.”  

Stephen O’Kelly, Marketing Director Guinness Western Europe added: “Today’s announcement marks the next stage of our ongoing commitment to international and England Rugby. We are delighted that Guinness has become the Official Beer of England Rugby at an incredibly exciting time for the sport in this market. This partnership demonstrates our commitment to pouring great pints of the black stuff, promoting responsible drinking and engaging fans on match days.” 

To kick-off the beer brand’s new role as Official Beer, the RFU and makers of Guinness are offering one England fan the opportunity to join their team to help create the best Guinness match day experience for the season ahead. The winning England Rugby fan will be trained in pouring the perfect pint of the black stuff at the brand’s bar in London and consulted as Official Guinness ‘Fanbassador’ on match day activity as the brand up-weights its presence in the West Car Park fan zone. The prize also includes joining the Guinness team at Twickenham for every home game of next season.