For the 2009/2010 GUINNESS PREMIERSHIP season, GUINNESS® tasked Synergy to create a brand experience for rugby fans, to support its newly launched ‘Bring it to Life’ brand positioning. This needed to enhance the match experience for fans at their seats.

Synergy negotiated a partnership between Sky Sports and GUINNESS giving fans the chance to listen to live Sky Sports commentary from Miles Harrison and the Sky Sports team during matches. Live commentary GUINNESS-branded radios were distributed to rugby fans at the grounds free of charge.

The radios proved extremely popular with fans who branded them ‘ahead of the game’ and enabled them to know the outcome of game-changing decisions from the Sky team before they reach the field.

The promotion was communicated through club via a personalised message.

With over 60,000 radios distributed across the season, GUINNESS has been able to enrich the experience for 1 in 3 attending rugby fans at their selected games.