Expecting A Big Bang From Guinness

Rory Sheradan Guinness4
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31 January 2019 by Sport For Business

In their sponsor spotlight Sport For Business have interviewed Guinness head of partnerships, Rory Sheridan about the background to his brand’s relationship with rugby, the new Six Nations naming rights, how they will activate and whether other rugby properties will be affected.

Some excerpts:

SFB : So there has been a long and winding road towards this point, but always with a map in hand. Stepping in and then sideways on particular partnerships has been part of the journey. Does the Six Nations pose a threat to continued involvement in the Guinness PRO14?

RS: The answer is no. That was originally a two plus four-year deal. It was new for us at the time and we took the view that we wanted to learn from it and see how we could develop the tournament together.

We got our feet under the table and felt really comfortable. Two of our favourite teams Leinster and Munster Rugby are doing extremely well and it gave us an opportunity to test our resolve at this level. Were we set up to activate a tournament like this properly, and to bring it to another level for ourselves and for them?

It has worked very well and we have a huge passion for it. Naturally, we always reflect on any renewal but there was great rigour applied to the decision to add the four years to that partnership and we will do the same

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