Guinness Gates transformed to back Union Cup

29 May 2019

By: Sport Industry Group

Irish brewery Guinness has elected to change the colours of its famous gates in Dublin for only the second time in its history in order to support the forthcoming 2019 Union Cup rugby union competition.

The Guinness Union Cup Gates will support the brewery’s partnership with Europe’s biggest LGBT+ inclusive rugby tournament, which takes place in the Irish capital for the first time from 8th to 9th June.

The Guinness Gates are passed by two million tourists each year, with the brewery seeking to use their popularity to help showcase the Union Cup and encourage people to attend the matches.

Commenting on the Union Cup Gate transformation, Rory Sheridan, Head of Partnerships in Europe at Guinness’ parent company Diageo, said: “The team at Guinness have championed inclusivity and diversity in rugby, values that are integral to Guinness as a brand, through a number of rugby partnerships.

“We collaborated with (former Wales international) Gareth Thomas to tell his story in 2015, and we recently became the first commercial partner for the Women’s Six Nations. Union Cup Dublin will also spotlight inclusivity in the women's game by hosting the first dedicated women’s tournament in Dublin, and we are delighted to continue to support women’s rugby.”

The Guinness Union Cup Gates will remain painted to support the brewery’s sponsorship of Union Cup Dublin until 10th June. The Gates will then be repainted black.

In addition to being official sponsor of the Union Cup, the Guinness brand is also title sponsor of the Pro14 and Six Nations, as well as a partner of the Women’s Six Nations Championship and of each of the home nations’ teams.