Wales has a more recent relationship with the Brains brewery (But wear "Brawn" when playing in France), and the Springboks of South Africa agreed for South African Breweries to put the Lion Lager, then, the Castle Lager brand on their shirt until 2004. Magners was the title sponsor of the Celtic League, the top competition in Ireland, Scotland and Wales. Guinness was the title sponsor of the Premiership, the top competition in England, and now sponsor The Six Nations Championship (the logo is replaced with "Six Nations, Greatness" in France.) Beer brand Tooheys New was the Australian sponsor of the Southern Hemisphere Super 14 competition through the 2006 season. Bundaberg Rum is one of the sponsors of the Australia national rugby union team. Rugby league in Australia is sponsored by Victoria Bitter and Bundaberg Rum. Campaigns Guinness Guinness' iconic stature can be attributed in part to its advertising campaigns. One of the most notable and recognizable series of adverts was created by S.H. Benson's advertising, primarily John Gilroy, in the 1930s and 1940s. Gilroy was responsible for creating posters which included such phrases such as "Guinness for Strength", "It's a Lovely Day for a Guinness", and most famously, "Guinness is Good For You". The posters featured Gilroy's distinctive artwork and more often than not featured animals such as a kangaroo, ostrich, seal, lion, and notably a toucan, which has become as much a symbol of Guinness as the Trinity College Harp. Guinness advertising paraphernalia attracts high prices on the collectible market. In a campaign reminiscent of viral marketing techniques, one advert quickly appeared as a screensaver distributed over the Internet. It was a simple concept, featuring Dublin actor Joe McKinney dancing around the drink while it was given time to settle. The accompanying music (mambo tune Guaglione by Pérez Prado) was released as a single and reached number one on the Irish charts in September 1994 and number two on the UK charts in May 1995 (see List of number-one singles of 1994 (Ireland) List of UK top 10 singles in 1995). In Malaysia, Singapore, and Hong Kong, Guinness launched an $8 million advertising campaign using the fictional character of Adam King to promote the embodiment of Guinness as a man could be incredibly powerful. The advertising campaign was handled by advertising firm, Saatchi & Saatchi. In Africa, the character of Michael Power has been used since 1999 to boost