The Business Club returned with an exclusive discussion featuring Guinness Global Marketing Manager – Sports, Paddy Carberry.
Ulster Rugby welcomed members and guests to the Ulster Rugby Business Club event in association with A&L Goodbody on Thursday 17th September at Affidea Stadium.
The first event of the new 2026/27 season, titled 'From Pitch to Pint – The Business of Sport & Brand', brought together business leaders, partners and club representatives for an engaging discussion on the power of sport, leadership and brand building.
Hosted by Rob Hartnett of Sport for Business, the event featured guest speaker Paddy Carberry, Guinness Global Marketing Manager – Sports, who shared insights into the role sport plays within one of the world's most recognisable brands and explored how partnerships can create meaningful connections with supporters and communities.
Throughout the discussion, Paddy reflected on Guinness' long-standing relationship with rugby, the evolution of sports sponsorship, changing consumer trends, and the opportunities that exist for brands and sports organisations to work together to deliver memorable fan experiences.
Speaking at the event, Paddy Carberry said:
"At Guinness, we're incredibly proud to partner with Ulster Rugby, a club that sits at the heart of its community and inspires passionate support both on and off the pitch.
"As a global brand with a local heartbeat, we're always looking for opportunities to connect with fans through the sports they love, and rugby has been part of the Guinness story for generations.
"This partnership allows us to celebrate the unique culture and pride of Ulster Rugby while bringing people together through shared experiences. From grassroots to the professional game, Guinness has a long-standing commitment to rugby, and we're excited to continue building meaningful connections with one of the most passionate rugby audiences in the world."
The event also marked the first Business Club gathering since Diageo became Ulster Rugby's Official Pouring Partner. Guests enjoyed a Guinness drinks reception before taking part in a lively audience Q&A session, which explored topics including brand strategy, innovation, women's rugby, sponsorship activation and the future opportunities for rugby and business partnerships.
The Ulster Rugby Business Club, in association with A&L Goodbody, has been established to bring together leaders from across the business community to share insights, build relationships and explore the connections between sport, business and leadership.
Further Business Club events will take place throughout the season, featuring a range of guest speakers from the worlds of sport and business.