The Guinness Mens Six Nations Media Launch

Client: The Six Nations

Rome

“25 Years of Italian Passion, Flair & Commitment”

The 2025 Guinness Men’s Six Nations Media Launch was a reimagined celebration of one of rugby’s most iconic competitions; an immersive, high-impact event designed to break convention, ignite passion and mark 25 years of Italy in the Championship. Held for the first time ever in Italy, at the historic Palazzo Brancaccio in Rome, the event brought together media, captains, coaches, broadcast partners, content creators and sponsors in an experience that fused heritage, innovation and storytelling.

Our objective was clear: to position the Guinness Men’s Six Nations as not just a tournament, but a cultural movement. Inspired by Italian flair and grounded in the game’s historic legacy, we created a multi-sensory launch featuring immersive exhibits, a dynamic fashion inspired catwalk show and even a surprise opera performance - delivering an unforgettable, emotionally resonant experience.

With the captains and coaches at the heart, the event blended prestige and playfulness along with tradition and transformation, achieving not only extensive media value and Guinness brand alignment, but widespread acclaim across audiences.

In a crowded sporting calendar, this event stood apart by: - Elevating the championship’s brand through bold creative - Delivering standout content to power Six Nations’ media output - Uniting culture, sport and technology - And most importantly, making the players and guests feel part of something bigger.

It wasn’t just a media launch, it was a landmark celebration of rugby’s enduring magic and modern ambition.