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Rugby Canada has inked a multi-year partnership with Irish beer brand Guinness. Announced earlier this week, the initial agreement is a three-year deal that will restore a connection last seen nearly a decade ago, when Guinness released a limited edition series of Rugby Canada-branded beer labels and various other beer-related merchandise.
Mark Lemmon, the Chief Marketing Officer of Rugby Canada, spoke to Americas Rugby News earlier in the day about the deal.
“Rugby Canada had a deal with them several years ago, but it was with different people who are no longer with the company and for whatever reason it was never continued. I was very keen to re-ignite the partnership, as Guinness are tremendous supporters of rugby worldwide, and we’re very happy to have them as part of our team again.
“There is a financial element as well, but we’re most excited about the marketing commitment. On our end you’ll see Guinness branding at our events, and of course there will be Guinness product available. We’ve granted them the rights to use our image, and they will be using that extensively in both retail and pub promotions throughout the country. You should start to see things being rolled out very soon, likely within the next couple weeks.”
Lemmon clarified that there will not be any Guinness branding on Rugby Canada playing kit, the deal is strictly cross-promotional, but they will be recognized as “Official Beer of Rugby Canada.”
Guinness has been a long-time sponsor of Irish Rugby, and in 2014 replaced Rabo-Direct as primary sponsors of the Guinness Pro 12, a fully professional league comprised of rugby teams from Ireland, Scotland, Wales, and Italy. From 2005-2010 they were primary sponsors of the English Rugby Premiership, currently known as the Aviva Premiership.
The company originated in Dublin but is now headquartered in London, England, where it is part of the Diageo group, a multinational alcoholic beverage company formed in 1997 from the merger of Guinness and Grand Metropolitan.
