The organizers of European rugby union’s annual Six Nations national teams tournament have unveiled a commercial tie-up with the IHG hotels and resorts chain.
IHG was yesterday (January 15) announced as the annual series’ first-ever official hotel partner, and will include both the men’s and women’s Six Nations tournaments this year in its sponsorship.
Members of the hotel's 'One Rewards' scheme will be able to use their loyalty points to “bid for unique Six Nations experiences via the One Rewards Access platform.”
These opportunities will include stadium tours, pitch-side experiences, match tickets, and hotel packages.
Tom Harrison, Six Nations Rugby’s chief executive, said: “IHG Hotels and Resorts is an internationally respected and renowned hotel company, with vast experience in connecting its guests and loyalty members with leading sporting events, so we are proud to welcome the brand as a new partner, and look forward to bringing the partnership to life with the entire IHG team and our unions.”
The new tie-up comes a month after the six-team tournament extended its major long-term partnership with renowned beer brand Guinness.
As part of the deal, the Women’s Championship will be renamed the Guinness Women’s Six Nations this year, and the existing title partnership with the men’s championship will continue, maintaining it as the Guinness Men’s Six Nations.
Guinness will replace TikTok as the title sponsor of the women's edition.
It has been reported that the annual value of the new Guinness deal, across both the men's and women's Six Nations, is £15 million ($18.7 million).
The 2024 Guinness Men’s Six Nations begins on February 2, and the 2024 Guinness Women’s Six Nations starts on March 23.
Other tournament sponsors include Breitling and Sage.
Karin Sheppard, European managing director for IHG Hotels and Resorts, added: “Six Nations Rugby adds to an already impressive roster of sporting partnerships for IHG Hotels & Resorts, and we are so thrilled to continue to offer new ways to connect our members with unmissable experiences, in collaboration with great partners like the Six Nations Rugby.”
In terms of its other rugby partnerships, IHG already has a tie-up in place with the European Professional Club Rugby body, while across other sports it has deals with Major League Soccer and tennis’ US Open, amongst other organizations.
