Guinness x Premier League 1

Guinness has unveiled its first-ever global football partnership with the Premier League

The four-year agreement, which kicks-off for the 2024/25 season, will see Guinness become the official beer of the Premier League, and Guinness 0.0 as the official non-alcoholic beer.

As the ‘Official Responsible Drinking Partner’ of the league, the brand will use its global rights to promote and encourage responsible drinking during the season.

It will use “distinctive marketing, creative advertising, and history of activating world-class sports sponsorships to create fun and engaging fan experiences,” said the brand.

The partnership will look to support and uplift the football community, on and off the pitch, and inspire new connections between its own consumers and passionate Premier League fans around the world.

In August, Guinness will launch a new campaign platform, and fans will be able to experience Guinness and the Premier League together on match-day across pubs and in retail outlets globally.

This announcement follows a successful first half of the year for Guinness with sales of the Diageo-owned stout up 14% worldwide.

Stephen O’Kelly global brand director Guinness said: “This partnership brings together two iconic global brands that are loved by communities all over the world, and we can’t wait to bring beautiful pints to the beautiful game. When the first ball is kicked off in August, Guinness will be building on its international legacy in sport with a new campaign reaching millions of fans, who follow and enjoy the Premier League in their own unique way across the globe.”

Will Brass chief commercial officer of the Premier League commented: We are delighted to partner with Guinness, the world’s leading stout, whose team have consistently demonstrated world- class creativity, innovation and community storytelling through its marketing in sports and more broadly. We are looking forward to sharing a long-term relationship that will enhance the Premier League football viewing occasion in pubs, bars and homes around the world, and bring to life the magic for which the Premier League is famous.”