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Marketing and Sponsorship

Pro12 Rugby Announces Guinness Will Remain Title Sponsor Through '20

Pro12 Rugby announced that Guinness will remain its title sponsor for another four years until '20. The partnership began in '14. The '16-17 Pro12 season featuring teams from Ireland, Scotland, Italy and Wales will start on Sept. 2. This year's Pro12 Final will be held at Dublin's Aviva Stadium on May 27 (Pro12 Rugby). CAMPAIGN LIVE's Simon Gwynn reported Guinness "enjoys a strong brand association with rugby." It grew sales 4% in the second half of '15, which Diageo said was due to "strong" activation around the Rugby World Cup in September and October -- despite Heineken "being the official beer of the tournament" (CAMPAIGN LIVE, 8/23).

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