Diageo extends sponsorship of Guinness Premiership

Diageo and Premier Rugby, the body representing the 12 professional rugby clubs in England, have extended their Guinness Premiership sponsorship agreement for a further season.

The deal with Diageo’s Guinness brand will now go into the 2009/10 season. The drinks brand has been the game’s sponsor for the past four years.

In April, Guinness launched a new TV advertisement as part of celebrations to mark the 250th anniversary of the Guinness brewery.

The ad aired during the England versus Ukraine football match on ITV1 and was created by Abbott Mead Vickers.BBDO and is part of a series scheduled to run throughout April and May.

Diageo is the world’s leading drinks company, with brands including Smirnoff, Baileys, Corwn royal and Sterling Vineyards wines. The company associates itself with The Drink Aware Trust, to promote responsible drinking.

In January, Premier Rugby announced that it had concluded a new TV deal with Setanta and Sky Sports to televise 69 live Premiership matches in the 2010/11 season.

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