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London Irish and Diageo Great Britain, the makers of Guinness Draught, today announced that the famous beer brand will be principal sponsor of the Zurich Premiership club for the next three seasons. The six figure sponsorship deal will see the Guinness brand return to the front of the club's playing strip, a position it last occupied six seasons ago. During that period, Guinness has been actively involved with the club as its "official beer". While the relationship between Guinness and London Irish has existed for decades, the advent of the professional era has seen it continue to develop and thrive through an even closer partnership. The novel use of the pint icon in the numbering on the back of the players' shirts over the past three seasons has attracted much comment. Guinness and the club have also worked together on a number of high profile and successful initiatives including the current "going back to our roots" pub partnership programme in London. The new agreement has been greatly facilitated by two of the club's existing sponsors Gold Circle Casino.com and Canterbury of New Zealand. Gold Circle's agreement to move from the front of the shirt to a prominent position on the back was crucial to the sponsorship. Canterbury's commitment to the marketing potential of the Guinness branded replica shirt was also fundamental. "Guinness has a strong association with both international and club rugby, but the relationship between Guinness and London Irish is truly unique," said Nick Robinson, Marketing Director for Guinness at Diageo Great Britain. "Not only is there a genuine historical association, there is also considerable evidence of the effectiveness of the ongoing relationship in the current era. The club has made its ambitions for the new season clear with a series of exciting player signings, we hope that supporters will have plenty to celebrate, especially with a pint of the black stuff!" Pat Coyne, Commercial Director of London Irish said: "We are pleased to have reached this new agreement with Diageo Great Britain, who share our belief in the international potential and value of the London Irish brand. In strengthening our link with Guinness we have created a platform that will help us to market London Irish overseas. We are very grateful to Canterbury and Gold Circle Casino.com for their contribution to making this new agreement possible."
Links: www.london-irish.com , www.guinness.com , www.goldcirclecasino.com , www.canterburynz.com For further information please contact:
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