The exciting new partnership will see Diageo become the official pouring partner at Affidea Stadium, further enhancing the matchday experience for supporters across every area of the ground, including general admission, premium hospitality, and corporate spaces.
As part of the agreement, fans will be able to enjoy a range of Diageo’s leading brands, including Guinness and Guinness 0.0, brands that are synonymous with rugby, celebration, and unforgettable matchday moments across the UK, Ireland, and around the world.
From the first whistle to the final celebrations, the partnership aims to elevate the overall fan experience at Affidea Stadium, bringing supporters together to enjoy even more memorable occasions on matchdays throughout the season.
The announcement forms part of Ulster Rugby’s wider engagement with supporters ahead of the 2026/27 campaign, with the season ticket renewal window now open, as the province looks forward to creating even more unforgettable moments together at Affidea Stadium in the seasons ahead.
At Ulster Rugby, season ticket holders are recognised as far more than supporters purchasing access to matches, they are deeply invested in the future of the club. As part of the club’s continued evolution, Ulster Rugby is committed to strengthening that connection by giving supporters an even greater sense of involvement, belonging, and enhanced matchday experience in the years ahead.
Hugh McCaughey, Ulster Rugby CEO, said:
"We are delighted to welcome Diageo as our new pouring partner from the 2026/27 season. This partnership represents an exciting opportunity to further enhance our offering across Affidea Stadium and continue improving the overall matchday experience for our supporters.
Guinness has such a strong connection with rugby and with fans across the island of Ireland, and we look forward to working together to create memorable experiences and special moments for everyone who visits Affidea Stadium.”
Ulster Rugby and Diageo are committed to promoting responsible drinking at all times.