GUINNESS Six Nations


Increase in pint volumes (v 2020)


increase in pint volumes on previous record at Twickenham


increase in WRU pint volumes (v 2020)


increase in pint volumes at Women's Six Nations (v 2020)

The brief

As the GUINNESS Six Nations lead experiential and sponsorship agency Verve were briefed to increase GUINNESS presence at each stadium and on-trade outlets, raise awareness of the Women’s Six Nations and create an experience for fans even better across the Championships, whether fans are watching at home, in a bar or at a stadium.

What we did

With the Men’s Championship starting in February and the new calendar of the Women’s Six Nations Champions starting in April our sponsorship and events teams have had their work cut out with a full 3 months of Jam packed Rugby! 

Verve managed the GUINNESS Six Nations Media Launch, all in-stadia activations including designing, producing and installing all branding, contractual rights management including coin toss, POTM, changing room tours and all VIP’s as well as producing some incredible content from exclusive player appearances.

For the Women’s Six Nations we managed all instadia activation including, designing, producing and installing branding, managing contractual rights and supporting the growing game with activation of the award winning Never Settle campaign. 

Our team also managed the planning, design, build of all Guinness Six Nations Trophy presentations with the Calcutta Cup taking place at BT Murrayfield and the final super Saturday presentation taking place in Paris’s Stade De France following France’s epic victory. 

GUINNESS Six Nations 2022 – On Trade takeovers

In 2022 we worked with chosen outlets and created takeovers to enhance the GUINNESS presence in the on-trade. We installed at numerous locations across the country working with the following customers: Stonegate, Greene King, M&B, Young’s and St Austell. Each install was carefully designed to increase awareness and anticipation of the Guinness Six Nations.

We also hosted live events and partnered with The Rugby Pod with hosts Jim Hamilton, Andy Goode & special guests, as well as Flats and Shanks with David Flatman and Tom Shanklin. These events took place  across the On Trade and Guinness experience sites with sell out crowds at each event. St. Patrick’s Day is a big celebration in the Guinness diary and we created one off events to celebrate at each experience site. These events created a sense of occasion at each venue, increasing dwell time and driving fans during the week and not just on a matchday.

Experience site locations:






Planning A Virtual Event
or Brand Activation?