Ulster Rugby Business Club returns with insight from Guinness Global Marketing Manager Paddy Carberry

Ulster Rugby Business Club launched its 2026/27 season on Thursday, 17th September 2026, at Affidea Stadium with an event titled 'From Pitch to Pint – The Business of Sport & Brand,' hosted by Rob Hartnett of Sport for Business. The event, held in association with A&L Goodbody, featured Guinness Global Marketing Manager – Sports, Paddy Carberry, who discussed sport's role within global brand building, sports sponsorship evolution, and changing consumer trends. Carberry highlighted Guinness' long-standing relationship with rugby and explored how brand-sport partnerships can create meaningful connections with fans and communities.