Accenture ties up with Guardian for 6 Nations

Accenture has signed up as The Guardian's branded content partner for the 2015 RBS 6 Nations.

Accenture ties up with Guardian for 6 Nations

The deal includes a project called "creative data", described as a data-driven branded content campaign.

Accenture will also sponsor The Guardian’s 6 Nations coverage and give the newspaper access to its rugby data.

The campaign will run for 12 weeks. It will include a dedicated "partner zone", which will carry Accenture-branded material.

Anna Watkins, the managing director of Guardian Labs, called the deal a "fantastic example of smart targeting, innovation and authentic collaboration" that promises to bring "real benefits to both our readers and the brand".

The tournament begins on 6 February.