Guinness, the world famous Diageo-owned beer brand, has announced two long-term sponsorship deals, with both England's Rugby Football Union (RFU) and the Welsh Rugby Union (WRU).

Guinness replaces Greene King IPA as the official beer of England Rugby in a four-year deal. Greene King IPA's previous agreement expired at the end of the 2011/12 season.

An official press release stated that, 'the partnership will create unique opportunities to deliver engaging experiences for all supporters, not just those at Twickenham', and will build on Guinness's existing collaborative relationship with the governing body.

Sophie Goldschmidt, chief commercial officer at the RFU said: "We are delighted to be announcing another long term partnership with a brand that has a strong rugby association and shares our aims to prioritise fan engagement. This new broadened partnership with Guinness is in line with our strategy to have integrated more enhanced partnerships and we are looking forward to working with them to provide the best match day experience for fans."

In addition to the new deal with the RFU, Guinness has also extended its official partner agreement with the WRU until at least 2016.

Guinness maintains its official partner status with the WRU, a partnership which first started back in 2010, alongside the likes of Admiral, Gilbert, Brains Beer, Powerade, Heineken, Under Armour and Seat.

Roger Lewis, WRU chief executive, said: "We are delighted to be announcing the continuation of our partnership with Guinness, a brand that has such a strong rugby heritage. We have worked closely with Guinness over the last three years and we look forward to developing the best match day experiences for our supporters over the coming three years."

The financial terms of both deals were not released.

Published in Sponsorship