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Guinness’ sponsorship of the Women’s Six Nations is a “defining moment for rugby” says the tournament’s chief executive Tom Harrison.
The Irish alcohol brand, which also sponsors the men’s edition, will replace TikTok as main sponsor.
It comes two years before the social media platform’s deal was to end.
“The women’s game is the biggest growth engine for rugby, and through this partnership Guinness will help accelerate this,” said Harrison.
The Women’s Six Nations has seen huge growth in recent years, with five of the six teams involved last season setting record attendances.
England sealed a Six Nations Grand Slam by beating France in front of a record women’s crowd of 58,498 at Twickenham.
Former ECB chief executive Harrison added: “This is a defining moment for rugby, with huge potential on the horizon and a genuine opportunity to widen the audience for the sport, to help secure its future.”
The length of Guinness’ sponsorship deal has not been revealed.
England, who have won the past five Women’s Six Nations, begin their title defence on 24 March away to Italy.
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