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Volume 7 No. 149
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Six Nations To Sign Six-Year Naming Rights Deal With Guinness

Guinness is expected to be named the title sponsor of the Six Nations.
Photo: GETTY IMAGES

The Six Nations is set to announce a six-year title sponsorship with Guinness that will "confirm the depreciating value of the championship," according to Owen Slot of the LONDON TIMES. The Guinness Six Nations will start in February with the sponsor paying about £6M ($7.7M) in the first year, "which will grow annually and double by the end of the deal." Last season, NatWest took the Six Nations’ title sponsorship on a one-year deal for £9M. However, "even that contract was a drop in value." The starting price would "appear to be good value for Guinness," which has "given the Six Nations security" by showing commitment with a long-term deal. While the falling value of the championship is "bad news for the six unions," it is a "reflection of the entire sports market" rather than rugby, or the Six Nations, in particular. Meanwhile, the Rugby Football Union is set to "push for the Six Nations to be squeezed from seven from seven weeks into six every fourth year to make more room in the calendar for the British & Irish Lions" (LONDON TIMES, 12/6).