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Creative Guinness Six Nations

Six Nations sponsor Guinness pens ode to camaraderie as championship kicks off

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By Imogen Watson, Senior reporter

January 31, 2020 | 3 min read

Marking its second year as title sponsor, Guinness has written a love letter to the Six Nations Championships ahead of kick-off this weekend (1 February).

A Love Letter

The social-first campaign created by We Are Social Sport is designed to bring the nation together, highlighting the power of sport to do just so.

Voiced by Andrew Scott (AKA the 'sexy priest' from BBC's One's Fleabag) the campaign sees the star deliver an ode to the camaraderie at the heart of the championship.

Across a collage of Six Nations footage, Scott recites: "Where ruby reds replace January blues, where this union of rugby never falters, nor fails to entertain. Where character and camaraderie bind six nations as one. Where differences are set aside, nullified, and pints of Guinness flow."

“During the Six Nations Championship rivalries are fierce on the pitch, but there's also always an enduring feeling of friendship, camaraderie and respect both during and after a match - this is true of fans as well as players," said Niall McKee, head of Guinness Europe. "We wanted to draw on this unique power that sport, and rugby, in particular, has to bring people together.”

This is the second year that Guinness is the title sponsor of the Six Nations Championship, who replaced NatWest who had taken it on as a one-year agreement for 2018. This followed the termination of Royal Bank of Scotland's (RBS) 14-year sponsorship.

The Diageo-owned Irish brewer has secured the sponsorship for six years at a reduced rate. The Royal Bank of Scotland bowed out in 2016, unwilling to foot the £11m per year fee after it admitted that it is "not the global bank we once were."

Guinness: A Love Letter to the Six Nations by We Are Social Sport

By Guinness

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