Irish beer brand Guinness is to step up its fan engagement initiatives at Twickenham after signing a new four-year deal with England’s Rugby Football Union.
The agreement is designed to provide an “unrivalled match-day experience” for supporters at Twickenham, where Guinness already has a strong presence.
Guinness will become the official partner of the West Fan Village Stage and Show, and will continue to operate its famous Surge Bar at Twickenham.
Guinness will also work with the RFU to create unique opportunities for fans involving England rugby legends.
RFU chief executive Steve Brown said: “Guinness has become synonymous with England Rugby and the match-day experience, and shares our aims to prioritise fan engagement so together we are looking forward to delivering more unbelievable match days to England fans.”
Ed Pilkington, marketing and innovation director at Diageo Europe, Guinness’ parent company, added: “It’s an exciting time to be involved with England Rugby and we’re pleased to be committed to the RFU for another four years. We’re incredibly proud of Guinness’ presence at Twickenham, but as England Rugby goes from strength to strength expect to see Guinness work with the RFU to take the fans’ match-day experience to new heights.”