GUINNESS is to continue as the ‘official beer and responsible drinking partner’ of the Aviva Premiership Rugby league next season.
The deal strengthens the stout brand’s links with the league, which it has been associated with for six years.
Rory Sheridan, head of sponsorship at Diageo western Europe, said the firm was “extremely proud of our long-standing association with English domestic rugby”.
“We’re looking forward to continuing our work with Premiership Rugby and helping fans celebrate days out at the rugby with a great pint of Guinness,” he said.
Dominic Hayes, commercial director for Premiership Rugby, said that the competition is “in great shape” and that the league is “delighted to continue the partnership with Guinness”.