NEVER SETTLE AND SPORT
At Guinness, we are committed to using our position as a world-leading brand to help create a better future – through sustainability, positive drinking and championing inclusivity and diversity.
We know that the way to rise to these challenges is through action with communities: this started with the streets and houses around our brewery and has expanded to everyone we work with around the world.
We believe that creating a collective community will accelerate change so we are working with our partners, and the fan community, to ensure that rugby is a sport where everyone feels respected, can have a great time and feel empowered to be themselves.
#neversettle
To help us make rugby a welcoming sport you can:
support each other and encourage a more inclusive experience for all
be respectful to the players, your fellow fans and all staff
show zero tolerance to any form of discrimination or harassment and report discrimination to the relevant organisations if you see it happening, be it online, in the stadium or in the pub
be responsible, particularly around alcohol consumption
"WE'RE NOT JUST WATCHING RUGBY, WE'RE FEELING IT
A groundbreaking sensory experience
Guinness is partnering with Field of Vision, the pioneers of fan inclusivity, to bring a revolutionary accessible experience to visually impaired fans at this year's Guinness Men's & Women's Six Nations. Thanks to cutting-edge haptic technology, fans will be able to feel the electric energy of the game for the first time in Rugby. Using AI-powered cameras that track the ball's every move, the handheld device mimics the action on the field allowing fans to truly connect with the game.
THE THRILL OF LIVE SPORT ISN'T JUST ABOUT WHAT YOU SEE
WOMEN’S SIX NATIONS
We’re proud to be the first ever Official Sponsor of the Women’s Six Nations Championship and in 2021 kicked off the Never Settle programme with a successful campaign to increase visibility around the Women’s game.
collaborated with X (formally known as Twitter) to get 84 players from all the participating teams verified, like male players are, consequently raising their profile
we partnered with Wikipedia to write the history of 124 female players and alerted the media driving coverage and visibility of the Women’s game
worked with current and ex-players as ambassadors and conducted media interviews to raise awareness of these collaborations and build excitement for the 2021 Championship
hosted a series of Facebook and Instagram Lives on Guinness’s channels, home to 6.5 million followers, using high profile personalities to bring new allies to the sport
CELEBRATING DIVERSITY IN RUGBY
There are so many fantastic inclusive groups and teams in rugby across the UK. Find out more about some their stories and share yours with us by sending a direct message with Guinness GB on Instagram or Facebook.
TACKLING DISCRIMINATION
We are working with our partners to tackle discrimination when it happens by:
working with X (formerly known as Twitter) to ensure that hateful conduct and abusive behaviour put out on the platform around rugby are addressed swiftly with a zero-tolerance approach
supporting the RFU’s launch of a dedicated matchday hotline in stadiums, for fans to report discrimination safely
working with Scottish Rugby and WRU to promote and support their matchday initiatives for fans to report discrimination safely
ensuring our social media community management team are given the tools to deal with discrimination online
If you see or hear anything at the stadium that you believe is discriminatory, please report it to the union by:
England rugby – text HELP to 60886
Scottish Rugby – report it to your closest steward
Welsh Rugby – report it to your closest steward
