Guinness Asks Top Rugby Players How to Make the Game Inclusive for ‘Never Settle’ Film Series

Guinness GB have created a new series of films as part of their 'Never Settle' positioning, which tackle how the game of rugby can be more inclusive, diverse, and accessible going forward. 

The films talk to some of the game's biggest stars from both the men’s and women’s national teams of England, Scotland and Wales - getting their takes on how rugby can widen its net, break down stereotypes, and appeal to both players and fans from more diverse backgrounds.

Covering topics like gender balance, less traditional routes into the game, LGBTQ+ participation, and toxic masculinity, players including George North, Ellis Geng, Jasmine Joyce, Shaunagh Brown, Maro Itoje, Jamie Ritchie, Rhona Lloyd, Christine Belisle, Claudia MacDonald all give their takes. 

Created by agency, Verve|Showrunner, and shot by production company, Orillo, with interviews conducted by sports broadcasters Laura Jane Jones & Nolli Waterman.