Guinness is to become the Official Beer Partner of the RBS 6 Nations, the first beer partner in the 100 year history of the international rugby tournament.
It is the brand's latest activitity in the sport having previously signed partnership deals with English, Welsh and Scottish rugby unions.
The campaign will be fronted by rugby stars England flanker Lewis Moody, Welsh full-back Lee Byrne and Scottish speedster Sean Lamont who will give fans exclusive news via video diaries.
It will also be supported by a range of point of sales branding in pubs and stores and a Facebook page - www.facebook.com/guinnessgb - engage fans in rugby related debate and compete for prizes.
John Roscoe, marketing director for Guinness GB, said: "The new partnership with the RBS 6 Nations gives us our largest ever presence in rugby with over 120 million in TV audiences watching the RBS 6 Nations and demonstrates our long term commitment to the sport."
John Feehan, chief executive of Six Nations Rugby, said: "The Guinness brand has a longstanding presence in and commitment to rugby that makes them the perfect partner for our championship."