Gearing up for Guinness Six Nations: Sponsors & Social Media

The 129th edition of the Six Nations tournament, the oldest rugby competition in the world, starts Saturday, February 4. Scotland, France, Wales, England, Ireland and Italy will fight for a title, as they gear up for the Rugby World Cup in September.

Six Nations builds on partnership with Guinness

Guinness Six Nations title sponsor is Irish beer brand Guinness. The brand is popular throughout rugby, and also sponsors other championships such as the Guinness Pro14.

Sage, Breitling, and TikTok are three other brands sponsoring the competition. TikTok has been present in other major sporting events such as Euro 2020 and is the Title Partner of Women’s Six Nations (the deal goes from 2022-2025).

Guinness Six Nations Social Media Highlights

Guinness Six Nations has more than 3 million followers on social media: 1.1 million on Facebook; 855,000 on Instagram; 553,000 on Twitter; 276,00 on TikTok; and 210,000 on YouTube. Six Nations’ TikTok saw an 8 percent follower increase, the largest across the leagues five social media channels.

In 2022, France won the Six Nations Championship. Victories have an impact on social media data and this was reflected in the engagements Les Blues achieved during the tournament. 

Of the six participating teams, only England has more than 1 million followers on Instagram. The Rose team has the most followers of all teams in Six Nations, with 4.7 million between Twitter, Facebook, Instagram, YouTube, and TikTok. Among the major rugby teams, only New Zealand has a larger fanbase, with almost 9 million followers.

Top BrandSpotter™ Moments

BrandSpotter™, Blinkfire’s proprietary and patented AI and computer vision technology, detects brands, assets, and scenes. Here are some images from last year’s Guinness Six Nations Tournament.

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