Six Nations Rugby and Guinness have announced a new long-term partnership that will see the women’s competition renamed the Guinness Women’s Six Nations from 2024 onwards. The new name will feature alongside an extension of the title partnership of the men’s championship, the Guinness Men’s Six Nations.
According to Guinness – which is owned by drinks giant Diageo – the expansion of the partnership is a “groundbreaking moment” and reflects an ambition to continue to build both events into the “most valued and respected Championships in world sport”, while offering the widest possible appeal for a global audience.
Guinness became the first partner of the Women’s Six Nations in 2019, at the same time as its title partnership of the men’s Championship began.
“The title partnership of Women’s Six Nations is a representation of our commitment to create a better society through diversity and inclusion, as part of Diageo’s Society 2030: Spirit of Progress agenda,” said Stephen O’Kelly, Diageo’s Global Brand Director for Guinness.
“This new partnership will help support the skill and talent of the women’s competition to surge forward towards a level playing field between the men’s and women’s game.
“This is a new era for Guinness Rugby and we can’t wait for it to kick off.”
Tom Harrison, CEO of Six Nations Rugby, added: “This is a defining moment for rugby, with huge potential on the horizon and a genuine opportunity to widen the audience for the sport, to help secure its future.
“The women’s game is the biggest growth engine for rugby, and through this partnership, Guinness will help accelerate this.”