Diageo's Guinness is as an official partner of the Union Cup in Dublin, Europe’s biggest LGBT+ inclusive rugby tournament.
Supporting an inclusive sports competition
The Union Cup's goal is to promote diversity and inclusion in sport, and the event is held at Dublin City University, with approximately 45 teams from 15 countries taking part. The Union Cup also hosts a dedicated women’s tournament alongside the men’s.
The Union Cup partnership is part of Diageo’s wider commitment to champion diversity, both on and off the pitch. Guinness also sponsored the Six Nations Championship, with this marking the first time a major brand has supported both the men’s and women’s championships.
“As a long-standing supporter of rugby, Guinness is proud to announce its partnership with Union Cup Dublin. Rugby has an extraordinary capacity to unite, and this tournament celebrates the unique camaraderie and friendship at the heart of the sport. We are particularly excited that Union Cup Dublin will spotlight inclusivity in the women's game by hosting the first dedicated women’s tournament, alongside the men’s," says Rory Sheridan, Head of Partnerships, Guinness.
A ongoing commitment to diversity and inclusion
The partnership also builds on Diageo’s ongoing work to create an inclusive culture through its brands and beyond the workplace, from Smirnoff’s #chooselove campaign that raised awareness of online homophobic abuse to Guinness’ advert telling the story of Gareth Thomas, the first professional rugby player to come out as gay.
Diageo are proud members of Open for Business, an alliance of leading global companies that aims to make and promote a positive business and economic case for LGBT+ rights globally. Internally, Diageo's Rainbow Network is a dedicated employee group that is focused on raising the profile of LGBT+ issues as well as the broader inclusion and diversity agenda.
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