Guinness is good for rugby

Premiership chiefs today unveiled brewers Guinness as the new sponsor of English rugby’s flagship domestic competition.

A four-year agreement, valued at more than £20m (€29.2m), between Premier Rugby and Diageo Great Britain will see the Guinness Premiership kick off next season.

Guinness replace Zurich as title sponsors in a deal which underlines the growth and pulling power of top-flight English club rugby.

“I am delighted that we have agreed this deal with Guinness, and we look forward to working with them to grow the club game in England still further,” said Premier Rugby chief executive Howard Thomas.

“On a personal note, I would like to thank Zurich for their invaluable support over the past seven years, and we will be working together to ensure their final season is one that their long-term commitment to club rugby in England deserves.”

Zurich, major Lions sponsors in New Zealand this summer, announced several months ago their intention to end a highly successful backing of the Premiership. Their sponsorship will officially conclude with this season’s Premiership final at Twickenham on May 14.

“We have a long and happy association with rugby in the United Kingdom, and rugby fans will find us a dedicated and responsible sponsor with a passionate and genuine interest in the game,” said Guinness marketing director Nick Robinson.

“Zurich have made a major contribution to rugby during their tenure as sponsor, and it is our intention to build on the great work that they have already done.

“Our aim is to work with the clubs to build excitement around the games themselves and to enhance the fans’ experience as much as possible.”