Guinness backs Times' international rugby season guide

by Jules Grant,, Brand Republic 28-Sep-04, 11:00

LONDON - Times Newspapers has signed a sponsorship deal with Guinness for the autumn international rugby season for a 68-page rugby handbook.

The Guinness deal adds to a series of recent Times sponsorships with major brands such as Lucozade Sport and HSBC.

Guinness will sponsor a 68-page rugby handbook in The Times on Saturday November 6, which will include editorial and analysis from The Times' rugby experts.

As part of The Times' deal with the Rugby Football Union, the guide will be distributed in and around Twickenham Stadium in November when World Cup winners England take on Canada, Australia and South Africa while the Barbarians take on New Zealand.

It will be supported by promotional activity, including coverage on Times Online and Sunday Times.

Times Newspapers has also signed branding deals with Lucozade and HSBC to tie in with sport. Lucozade Sport is sponsoring six special European versions of The Game, The Times' weekly football supplement, as well as sponsorship of September's Champions League Handbook.

In addition HSBC is sponsoring The Times' 68-page guide to the World Match Play Championships at Wentworth October 14-17.

Keith Blackmore, head of sport at The Times, said: "The deals with Guinness, Lucozade and other important sponsors provide further evidence that The Times is the best newspaper for sport, appealing to increasing numbers of advertisers and readers."

He added that the commercial support had enabled the paper to produce a wide range of special editorial supplements, complementing daily coverage.

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