POWERS Irish whiskey extends partnership with Connacht rugby and the brand launched a powerful piece of content to announce their continued support ahead of the new tournament the Rainbow Cup.

With over 350 years of combined heritage, the collaboration unites two of Ireland’s most historic and beloved brands, who both represent Ireland on the international stage. The video beautifully narrates what Connacht Rugby and POWERS stand for and celebrates their substance and distinctiveness.

“The West is awake, and our task was to fuse the almost primal passion you find in spades in Connacht Rugby culture with the unique character of POWERS as a brand – to unlock what it means be to bold, to be authentic but also audacious, decent and deeply committed” said James Dunne, Strategic Planning Director at Teneo Ireland.

The concept was born from the development of a deep understanding of the history, geography and culture of Connacht.

“We’re delighted to launch our new piece of content to celebrate our partnership with Connacht Rugby. Powers Irish whiskey was built on a pioneering spirit – something we feel very much aligns with the ethos of Connacht Rugby and its fans. We’re excited to see our partnership come to life across our digital channels,” said Jessica Norris, Marketing Director Irish Distillers.

“Connacht Rugby are delighted to have worked with our partners in POWERS Irish Whiskey to bring our partnership to life across digital," said Gavin Duffy, Sponsorship Manager at Connacht Rugby. "Like Connacht Rugby, Powers is a brand that although steeped in history and tradition, continues to demonstrate ambition and the willingness to innovate and evolve with the future in mind. It is great to promote our region and connect with our community through such gripping, quality content.”

“We look forward to continuing to create work that is as brave and as bold as POWERS and Connacht Rugby” added James Dunne of Teneo Ireland.