Guinness Branded Alcohol Marketing During the 2019 Rugby Six Nations Championship

This study found that during the 15 games of the 2019 Guinness Six Nations Championship, Guinness-related branding (‘Guinness’ and the alibi brand ‘Greatness’) was shown for 4.05 hours or 17% of active play time.

The 15 games delivered an estimated 122.4 billion Guinness-related branded impressions to the UK population, including 758 million to children aged under 16.

The study concludes that alcohol marketing was highly prevalent during the 2019 Guinness Six Nations Championship and was a significant source of exposure to alcohol marketing and advertising for children, likely influencing youth alcohol experimentation and uptake.