Guinness became the title sponsor of the 2019 Six Nations Championship, ending the tournament's long association with the RBS Group, whose NatWest brand had been the title sponsor. The six-year deal covered the 2019 through 2024 editions. Media estimates placed the annual fee at £6 million for the first year, rising to £12 million by the final season, with the total package near £50 million. Guinness later expanded its title sponsorship to the women's championship in 2024, replacing TikTok. The agreement was renewed for the 2025 campaign and beyond, with published reports citing an increased annual value of £15 million. Six Nations Rugby and Diageo have not confirmed the sums.
The End of the RBS Era and the Arrival of Guinness
Sixteen seasons under RBS
The RBS Group had been the title sponsor of the Six Nations Championship since 2003, a relationship that spanned 16 editions, with its NatWest brand holding the title rights for the final edition. By the time the 2019 tournament began, that partnership had concluded. The specific financial terms of the RBS sponsorship were not disclosed.
A new brand at the top
Guinness, owned by Diageo, took over as title sponsor. The change shifted the championship's commercial identity from a banking brand to a brewing and alcohol brand. The contract was signed in 2018, though the exact date was not published. What emerged from media reports was the value structure: a six-year commitment beginning at £6 million for the 2019 edition and escalating each year to £12 million for 2024. The total value, estimated near £50 million, made it one of the larger sponsorship agreements in European rugby at the time.
The Escalating Fee Structure
How the payments stepped up
The six-year contract followed a clear financial trajectory. Media reports indicated Guinness paid £6 million for the 2019 championship. The fee reportedly rose annually, reaching £12 million by 2024. Media reports at the time pegged the cumulative value in the region of £50 million. This escalation locked in rising revenue for the organisers, Six Nations Rugby, while Guinness secured title rights at a starting price below the eventual annual fee.
Why the structure matters
Long-term sponsorship agreements often use this model: the backer commits to growth in exchange for early access at a lower rate. For the 2019 season, the championship was officially called the Guinness Six Nations. NatWest branding, which had replaced RBS's on pitch-side hoardings, match programmes and broadcast graphics for 2018, disappeared.
The End of the First Term and the 2024 Expansion
The final year of the original term
The 2019-2024 title sponsorship ran its course as planned. The 2024 men's championship was the last edition under the initial six-year contract, carrying the reported £12 million fee.
Expansion to the women's championship
In 2024, Guinness extended its title sponsorship to the women's Six Nations, replacing TikTok, whose deal ended after the 2023 edition. From that point onward, both the men's and women's championships carried the Guinness name. The expansion increased the scope of the commitment to Six Nations Rugby without altering the men's terms for the remaining year. The women's championship sponsorship was a separate but related arrangement; its financial terms were not disclosed.
The 2025 Renewal and Increased Value
A new contract at a higher rate
For the 2025 Six Nations, the Guinness title sponsorship continued under a renewed agreement. Published reports cited an annual value of £15 million, now covering the women's championship as well as the men's.
Beyond the original six years
The renewal carried the partnership beyond its original term. The 2025 season was the first under the new contract. Six Nations Rugby and Diageo did not officially confirm the £15 million figure, but it was widely cited in media coverage of European rugby's sponsorship landscape.
Where Things Stand Now
The Guinness partnership holds
Guinness remains the title sponsor of the Six Nations. The deal was renewed for the 2025 season at a widely reported £15 million a year, covering both championships. In 2024, Guinness replaced TikTok as the title sponsor for the women's championship, adding that tournament to the existing men's arrangement.
New commercial arrivals
On 30 September 2025, Capgemini was announced as the new Official Digital Transformation Partner for Six Nations Rugby, a deal running through 2029. This partnership sits alongside the Guinness title sponsorship and does not replace it. Capgemini's role was described as supporting the digital infrastructure of the championship. No financial terms were disclosed. Other backers for the 2025 competition included BKT, Breitling, and IHG Hotels and Resorts, though their deal values were not published.
What the Numbers Mean
The growth rate in context
Doubling the fee over six years, from a reported £6 million to £12 million, outstrips typical sponsorship escalators, which often track inflation or modest annual uplifts.
A more valuable asset
The deal structure also shows that the championship's sponsorship value has risen significantly since the RBS era. The specific financial terms of the RBS arrangement were not disclosed, so a direct comparison is not possible. Still, the figures cited for the Guinness contract indicate that the Six Nations title sponsorship has become a more valuable asset over time, driven by broadcast rights growth and the tournament's global appeal.
