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Guinness to sponsor Rugby Canada
By Adnews Staff
Guinness has signed a sponsorship agreement with Rugby Canada to become the official beer of the sports organization for the next three years. The brand will primarily support the Senior National Men's and Women's Fifteens and Sevens teams. The agreement includes media placement during all Rugby Canada games broadcast on TSN, as well as retail and on-premise promotions nationally. The agreement will also support 250 affiliated grassroots rugby clubs in Canada. Guinness is distributed by Diageo Canada.
"There are obvious synergies between Guinness and the sport of rugby, as the home of Guinness is in Dublin, Ireland, where the sport of rugby resonates with millions as a leading sport in the nation," said Joel Mallard, marketing director of beer and wine at Diageo Canada. "We are excited to extend this partnership to Canada, and engage Rugby fans across the country."
Guinness is also the title sponsor of the Pro12 rugby league in Europe and a sponsor of the Irish, Welsh and English rugby unions.