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Guinness new sponsors of Six Nations

Guinness has been announced as new title sponsors of the Six Nations from this season.

The new sponsors replace TikTok, a choice of sponsor that had become increasingly controversial.

Guinness also sponsor the men's competition and were the first partner of the Women’s Six Nations in 2019. Guinness’s new Title Partnership with the Women’s Six Nations confirms the brand as one of the world’s biggest supporters of women’s rugby.

“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,” Six Nations Rugby chief executive Tom Harrison said.

“The women’s game is the biggest growth engine for rugby, and through this partnership Guinness will help accelerate this.”

Stephen O’Kelly, Diageo’s Global Brand Director for Guinness, added:

"We are fully committed to the game of rugby and the values it supports in creating an inclusive game for everyone. That’s why we are proud that Guinness will become the Title Partner of the Women’s Six Nations in 2024, alongside the extension of its Title Partnership of the Men’s Championship.

"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. It is our goal to Never Settle until rugby is a place where everyone belongs, where we hold nothing back, and where we unite together in sport and life.

"This is a new era for Guinness Rugby and we can’t wait for it to kick off. Let’s raise a Guinness to the future of these Championships, which are set to be as exciting for the fans as they will be for us."

 The Guinness Women’s Six Nations kicks off on March 23 – defending champions England start their campaign away to Italy – and ends on April 27.