Guinness To Be Title Sponsor Of 6N

Guinness and 6N
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7 December 2018

Guinness is to become the new title sponsor of the Six Nations, with the tournament to be known as the Guinness Six Nations for six years from 2019 to 2024.

The value of the deal was not officially announced, but a price of £50m (€56m) is widely seen as a great deal for the beer brand after rights-holders thought their property was worth twice as much as the RBS tenure came to an end. Diageo-owned, Guinness is believed to be paying only £6m (€6.7m) in the first year of the agreement with the annual fee increasing with time. The final year is thought to be priced at £12m (€13.5m).

Following the 2017 championshp, Six Nations Rugby cut ties with RBS after 14 years, rejecting the bank’s bid to extend its deal because it felt the rights were worth £100m over six years. But with external factors such as Brexit creating uncertainty in the sponsorship market, no one was willing to pay such a price. That forced the organisers into giving NatWest, an RBS subsidiary, a cut-price one-year deal for 2018, worth a reported £11m – considerably less than RBS’s previous offer to extend.

In October HSBC were rumoured to be in the running.

The Six Nations naming rights adds to an already extensive rugby sponsorship portfolio that includes the Guinness PRO14 and partnerships with the four Home Unions and leading European clubs Leinster and Munster.

Commenting on this the new partnership, Six Nations CEO Benjamin

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