Sport
Guinness Six Nations deal puts fizz back into drink sponsorships
The growing focus on alcohol brands in sport has seen some big beer names go flat on advertising
The news that Guinness has not just extended but expanded its sponsorship of the Six Nations tournament last week will put some fizz back in the links between sports and booze.
There has been a concern in sponsorship departments from individual clubs up to governing bodies that the growing number of restrictions on alcohol advertising would mean that a lucrative channel of revenue could be drying up.
France already bans advertising to the extent that ...
