Synergy has created and delivered a series of campaigns that have driven sales of GUINNESS through both on and off-trade outlets.

In 2005, after an 8-way agency pitch, Synergy was successful in winning the business to manage the GUINNESS PREMIERSHIP sponsorship.

The success of the GUINNESS PREMIERSHIP sponsorship has achieved the Grand Slam of industry awards – SIA Best Sports Sponsorship, MCCA Best communications campaign featuring sponsorship, Hollis Best Sport Sponsorship and the Rugby Business Awards.

Synergy works closely with the GUINNESS brand team, guiding them through the sponsorship and rugby landscape. The sponsorship is integral to the GUINNESS marketing plan and our role expands beyond the strategic consultancy to include the development of experiential activity, a loyalty programme for clubs and brand communications delivered through PR.

As we approach our fifth season of the sponsorship we will focus on expanding the reach of the campaign to the wider sports fan.