Guinness has a long and rich history with Rugby, being title sponsors of the Men’s Six Nations Tournament since 2018. For 2023, Guinness took on the Women’s Six Nations sponsorship with the ambition of connecting the two tournaments, and increasing support and viewership across the Women’s tournament.

The objective for the campaign was simple: Raise awareness of the Women’s Six Nations and increase match day viewership.

Since taking over as the Title sponsor of the Women's Six Nations there has been record viewing figures, an increase of approximately 35%, as the tournament was watched for a total of 10.4 million hours, up from 7.7 million the year before.

And attendance at games is at a record high. England’s Grand Slam decider with France saw 58,498 fans pack themselves into Twickenham Stadium, setting a new record for a Women’s Rugby match.