Rugby: Guinness (beers), title sponsor of the men's and women's Six Nations tournaments (£15m/year)

The Irish beer brand Guinness, which belongs to the British Diageo group, has extended its partnership agreement with Six Nations Rugby to become the title sponsor of the Women's Six Nations from the 2024 edition and to retain its title sponsorship of the men's tournament from 2025, announced the body on 12/12/2023.

This "double partnership" is worth an estimated £15m (€17.5m) per year, according to the British media on the same day.

The men's "Guinness Six Nations" has been named after the Dublin (IRL) based group since 2019 as part of an agreement estimated at £6m (€6.7m) per edition at launch, an amount that has increased over the 2019-2024 rights cycle. Guinness, the competition's official beer since 2011, succeeded the Scottish bank RBS (Royal Bank of Scotland), which was title sponsor of the Six Nations tournament over the 2013-2018 period (£10m/year).

The beer brand, which became the first partner of the Women's Six Nations in 2019, succeeds TikTok, which was the title sponsor of the women's tournament as part of an agreement that initally covered the 2022-2025 period. The…