The drinks manufacturer is the latest big name to partner with the event

Guinness is the latest big name to team up with the Whyte & Mackay Earls Court Boat Show (ECBS), after Monday’s news that racing legend Steve Curtis had climbed onboard the event.

According to organisers, the drinks manufacturer has committed “a substantial five-figure sum” to the show and will be creating a hospitality area measuring over 400 square metres.

Guinness was not a partner of this year’s ExCeL show – the beer was there courtesy of the pub Fox@ExCeL – and there are no plans for it to attend next year’s ExCeL event.

The company is, however, still planning to partner with National Boat Shows’ (NBS) flagship Southampton Boat Show, according to an NBS spokeswoman.

The move by ECBS organisers to tap Guinness will doubtless be of huge irritation to National Boat Shows, organisers of the ExCeL show, especially after comments from Guinness that blur the lines between the two rival London events.

“Over the years the Official Guinness Special Events Bar has become an integral part of London boat shows. We are looking forward to continuing the tradition and helping celebrate 50 years of the boat show at Earls Court,” Paul Jamieson, special events manager at Guinness, said.

News about the Earls Court show, which will run from 1-9 December, continues to drip down from organisers. A wider picture of just who will be attending and what features will be on show remains a mystery.