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USP exploited and managed Guinness' involvement in the Grand National, Guinness Soccer 6, the British Touring Car Championships (for Kaliber) and The Guinness Soccer Internationals –England v Cameroon and England v Germany.

During the 1994 Soccer World Cup, Guinness activity focussedon their sponsorship of the Irish Football Team as their official beer.

Responsibilities included media management, product sampling, media and consumer promotions plus the management of Guinness Soccer Ambassador, Jack Charlton. Events included a televised send-off luncheon at The Café Royal in London attended by the Irish Prime Minister, Albert Reynolds.

In 1995 USP managed the Guinness sponsorship of the Ireland Rugby World Cup Squad in a similar fashion.

During 1998 and 1999 Guinness committed over £16 million supporting their first ever global sponsorship, as an official sponsor of Rugby World Cup ‘99.

From the initial negotiations, USP was instrumental in managing press relationships, events and the `Guinness Ambassadors’ including: 1995 Rugby World Cup winning captain, Springbok Francois Pienaar, former Wales international and GB Rugby League star Jonathan Davies and Michael Lynaghthe former Australian rugby international.

Responsibilities for all the above included: origination and management of the exploitation programme of promotion, media, events -including 'ambush' marketing initiatives, which overall increased Guinness sales over this period 5-fold.

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