Diageo GB has allocated £8 million to reinforcing Guinness’ links with rugby between now and the end of 2009. The next major activity will see a series of trade and consumer promotions during February and March, to coincide with the RBS Six Nations tournament.

The promotions will include a consumer text-to-win competition with a prize of a VIP trip for two people to South Africa to see the third British and Irish Lions test.

Guinness is the official beer sponsor of the British and Irish Lions Tour of South Africa this summer.

Pubs, clubs, restaurants and retailers will be offered a package of rugby-related Point Of Sale (POS) items such as branded fixture list posters and booklets for the February and March international games, bunting, banners, window stickers and a rugby CD. These packs are to be sent to 6,000 outlets across the UK.

The consumer text-to-win promotion will feature on the POS: in addition to the South Africa trip, consumers will be able to win Lions shirts and Guinness rugby t-shirts. Customers enter by texting Lions to 81759, and will get a response message with a link to the Guinness mobile site where they can access other rugby content.

Lee Bailey, Guinness sponsorship manager at Diageo GB, says: “February and March 2009 will offer five weekends of international rugby action and we know that the Guinness kits help outlets activate these increased footfall occasions and drive total sales.”

The Guinness marketing campaign around the RBS Six Nations tournament in February and March will be supported by ‘17:59 It’s Guinness Time’ rugby-themed press advertising.