Brands unveil Rugby marketing ahead of Six Nations

Brands are ramping up their Rugby Union-related sponsorship and marketing activity ahead of the start of the RBS Six Nations this weekend (6 February).

ipa brand ambassador Lawrence Dallaglio

England, which starts its campaign against Wales, has named QBE as it official insurance partner. The specialist insurer, which also has a sponsorship deal with the Guinness Premiership, says the four-year deal will help raise its profile and “will bring significant advertising, hospitality and business development opportunities”.

Meanwhile, Carling has been named the official beer of Scottish Rugby and Murrayfield stadium. The beer brand will be on sale at Scotland’s Murrayfield stadium and appear on LED pitch boards and billboards in and near the stadium.

Elsewhere, Greene King’s IPA brand, the official beer of the England team, is to launch the “England supporter pub network” that will see 500 Greene King pubs kitted out with England rugby-themed marketing material.

The activity follows the recent launch of a Guinness campaign featuring Rugby players Lewis Moody, Lee Byrne and Paul Sackey, the latest stage in its Bring it to Life positioning.

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