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RFU announces Guinness as Official Beer of England Rugby

21 May 2013

England captain Chris Robshaw at the launch of the Guinness Rugby Fanbassador search

Photo: RFU Archive

The Rugby Football Union (RFU) today named GUINNESS as the Official Beer of England Rugby. The new enhanced four-year partnership, which will commence from September 1 2013, marks a key milestone for both parties as England Rugby prepares for an exciting few years ahead. 

DIAGEO and the RFU’s announcement confirms the GUINNESS brand’s commitment to international rugby and the brewer is continuing 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 already strong presence in and around Twickenham Stadium, with GUINNESS and the RFU working collaboratively 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 more integrated, 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 increases 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.

England International, Chris Robshaw, who will be on the judging panel to choose the lucky winner said: “The support of fans makes a real difference to the players on the field and while we are concentrating on delivering results, GUINNESS understands that fans are after an extraordinary experience off the pitch. I can think of no better person to help advise GUINNESS than a true fan of the game. I’m certainly no Alan Sugar, but I’ll be looking for someone who thinks outside the box and really demonstrates their passion for England Rugby as well as the black stuff.”

To enter the competition, England Rugby fans should visit

The partnership between GUINNESS and the RFU is also accompanied by renewed partnerships for GUINNESS with the Six Nations (SNRL), Scottish Rugby Union (SRU), Welsh Rugby Union (WRU) and Premiership Rugby further cementing the brand’s commitment to rugby as the sport’s profile continues to rise in the market.