House of Rugby

Carat UK / Guinness

 

Guinness is a brand with a long heritage with Rugby, we wanted to deepen our connection with the rugby occasion and enrich the consumer experience. Our end goal was to ensure that Guinness, who for the first time were named as title sponsor for the Six Nations, was the brand most associated with Rugby and most loved by rugby fans.

We needed an idea that could help us deepen the Guinness connection with the rugby occasion while celebrating all the things that make the game so special.

And so together with Guinness, The Story Lab and Joe Media “House of Rugby” was born.

House of Rugby is an industry-first, multi-format (video and audio) weekly rugby show hosted by Sky Sports presenter Alex Payne, and professional rugby players James Haskell and Mike Tindall. It has become the biggest online rugby show in the UK and Ireland.

It has maintained a 5-star average review since episode one and has over two million plays to date. It has an incredible 57min average listening time and a 90% consumption rate. Average monthly audience growth is at 78%, and the show is currently averaging 32,000 downloads per day.

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