Synergy has worked with GUINNESS since 2005 when we were appointed to lead the brand’s sponsorship of the English rugby Premiership. The sponsorship ended in 2010 after five successful seasons, very strong brand and business results, and multiple accolades, including a Sport Industry Award for Best Sports Sponsorship.

In 2010 we advised GUINNESS on creating a new rugby asset platform, featuring partnerships with the RBS 6 Nations, RFU, Scottish Rugby, WRU and English Premiership. We have subsequently played a key role in activating these partnerships and in 2014 were appointed by GUINNESS to manage the brand’s title sponsorship of the PRO12 Championship. We also advise GUINNESS on rights and talent acquisition for brand campaigns.