“25 Years of Italian Passion, Flair & Commitment”
The 2025 Guinness Men’s Six Nations Media Launch redefined what a sporting event launch could be, transforming it from a traditional press conference into a global, immersive cultural experience. For the first time in Championship history, the launch took place in Italy, marking the 25-year anniversary of their entry into the tournament and celebrating the heritage of all participating nations.
Blending rugby, fashion, and opera, the event combined dawn photography at the iconic Colosseum, an interactive Hall of Fame, and a multi-sensory catwalk experience with a surprise opera performance, creating unforgettable moments for media, partners, and fans alike. Every detail was designed for storytelling, content creation, and amplification, positioning Guinness not just as a sponsor, but as a cultural and experiential partner.
With captains and coaches at its heart, the occasion balanced tradition and transformation, achieving exceptional media value, strong Guinness brand alignment, and widespread acclaim across audiences.
The results were record-breaking: an international audience reach of 1.6 billion, viral imagery and hero content, comprehensive global media coverage, and sustained engagement across broadcast, print, digital, and social channels. By seamlessly blending heritage, innovation, and spectacle, the launch set a new benchmark for the Championship, leaving an indelible mark on the rugby world and demonstrating the power of creative, emotionally driven sponsorship.
More than a media launch, it became a landmark celebration of rugby’s enduring magic and modern ambition.
