Diageo is handing out 30,000 radios, pre-tuned to live Sky Sports match commentary over the Reflink channel, to fans attending selected Guinness Premiership rugby matches from now until May 2010.
The matches involved in the promotion are ones that are being televised by Sky Sports, and the first radios were handed out at the match between Bath and London Irish at the Recreational Ground in Bath on Saturday November 28th. They are being targeted at fans over 18.
Promotional products agency ADM has designed and produced the radios with radio partner Reflink. The products feature a large image of a pint of Guinness and the tagline from the brand’s new advertising campaign, Bring it to Life, as well as the Guinness Premiership and Sky Sports logos.
Lee Bailey, senior sponsorship manager, Guinness GB, says: “The idea that we can support the new GUINNESS brand positioning by bringing rugby to life for thousands of fans is exciting. It adds to the overall consumer experience of watching the game in a stadium.”