Guinness has kicked off the British sporting season with a £3million investment in a campaign to help drive shoppers in-store to buy the black stuff. 

It features new national outdoor advertising to drive awareness of the brand’s association with sport. The ‘World’ ad returns to TV this month, and the campaign will also include print advertising, and sponsorship of Sky 3D. A free 16oz glass with 10 packs of Guinness Draught in a Can is also introduced this month. 

In convenience stores, there is also the opportunity to give the glass away with 12 packs or multi-buy deals.