Guinness expands Six Nations accessibility with dedicated Irish sign language channel

Guinness has renewed its collaboration with Virgin Media Television (VMTV) to provide live audio description and Irish sign language coverage for the 2026 Guinness Men's Six Nations, according to a European Sponsorship Association announcement.

Building on the inaugural 2025 initiative, VMTV will provide live audio descriptive commentary for all Irish Six Nations matches on Virgin Media One. The broadcaster is launching a dedicated Irish sign language channel on Virgin Media Four featuring combined ISL and audio description coverage for three Ireland fixtures: France versus Ireland, Ireland versus Italy, and Ireland versus Scotland.

VMTV will create a fully accessible advertisement break for these three fixtures in conjunction with Guinness and participating brands. Virgin Media PLAY users will access audio description and ISL coverage via Virgin Media Four on the streaming platform.

A new ISL Rugby Tips feature will run throughout the tournament across all VMTV channels, inviting viewers to learn key rugby terms in Irish sign language. The segments aim to increase ISL visibility within sport and reinforce rugby as a shared experience for deaf and hearing audiences.

Áine Kavanagh, marketing manager at Guinness Ireland, said the initiative actively extends rugby's sense of belonging to a wider audience through live audio description and Irish sign language coverage.

Sarah Taylor, client solutions lead at Virgin Media Television, said the expanded partnership adds additional linear channels for ISL and audio description alongside new initiatives inviting all fans to engage with rugby as a shared experience.

Over 500,000 people in Ireland are either blind, visually impaired or deaf, according to the 2022 census.

View complete fixture details and channel information in the full announcement.