Synergy has created award winning integrated rugby campaigns for GUINNESS® since 2005.

Following an eight way pitch, Synergy was appointed to kick off their sponsorship of the GUINNESS PREMIERSHIP. We devised the rugby strategy and delivered a season long experiential and PR campaign incorporating all 12 clubs and firmly establishing GUINNESS as the number one beer brand in rugby*

The sponsorship ended in 2010 after five successful seasons and a Grand Slam of industry awards – SIA Best Sports Sponsorship, MCCA Best communications campaign featuring sponsorship, Hollis Best Sport Sponsorship and the Rugby Business Awards. The sponsorship resulted in increased affinity among rugby fans and crucially contributed to additional sales.

In 2010 Synergy worked closely with the GUINNESS sponsorship team to expand the brand’s rugby portfolio - resulting in partnership deals with the RFU, WRU, Scottish Rugby, the RBS 6 Nations and the Premiership Rugby. The new sponsorship platform has allowed GUINNESS to expand the audience reach to target the casual rugby supporter and lighter GUINNESS consumer via an integrated campaign involving England captain Lewis Moody, Lee Byrne from Wales and Sean Lamont from Scotland.

*Millward Brown

To find out more about what we do for Guinness, have a look at our case studies.