Cannes Lions

Rugby 6 Nations

AMV BBDO, London / GUINESS UDV / 2024

Digital Proof JPG
Supporting Images
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Background

Guinness has a long and rich history with Rugby, being title sponsors of the Men’s Six Nations Tournament since 2018. For 2023, Guinness took on the Women’s Six Nations sponsorship with the ambition of connecting the two tournaments, and increasing support and viewership across the Women’s tournament.

The objective for the campaign was simple: Raise awareness of the Women’s Six Nations and increase match day viewership.

Outcome

Since taking over as the Title sponsor of the Women's Six Nations there has been record viewing figures, an increase of approximately 35%, as the tournament was watched for a total of 10.4 million hours, up from 7.7 million the year before.

And attendance at games is at a record high. England’s Grand Slam decider with France saw 58,498 fans pack themselves into Twickenham Stadium, setting a new record for a Women’s Rugby match.

Similar Campaigns

12 items

Reigniting Guinness

DIAGEO, London

Reigniting Guinness

2024, GUINESS UDV

(opens in a new tab)