Guinness has announced its first-ever global football partnership with the Premier League, set to commence in the 2024/25 season.
The four-year agreement designates Guinness as the Official Beer of the Premier League and Guinness 0.0 as the Official Non-Alcoholic Beer.
Guinness will serve as the Official Responsible Drinking Partner, using its global rights to promote responsible drinking throughout the season.
It plans to leverage its distinctive marketing and creative advertising, along with its history of world-class sports sponsorships, to create engaging fan experiences.
“The Premier League is the world’s most popular football league, providing an amazing opportunity to continue the success of the Guinness brand globally and connect with new communities around the football occasion,” John Kennedy, President of Europe for Diageo, stated.
“I’m particularly excited for the brand to build on the impressive growth that Guinness 0.0 has seen since its launch and using our status as the Official Non-Alcoholic Beer of the Premier League to lay the foundations for further global roll-out around the world,” he added.
Additionally, the partnership aims to support the football community on and off the pitch and foster connections between Guinness consumers and Premier League fans worldwide.
Guinness campaign platform
The Premier League, which is watched in over 900 million homes across 189 countries, will see Guinness bring together football and beer through this partnership.
In August, Guinness will launch a new campaign platform, allowing fans to experience the collaboration on match-days in pubs and retail outlets globally.
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This announcement follows a successful first half of the year for Guinness, with a 14% increase in global sales.
“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,” Stephen O’Kelly, Global Brand Director for Guinness stated.
“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,” Stephen added.
Message from Commercial Officer of the Premier League
Will Brass, Chief Commercial Officer of the Premier League expressed his gratitude in partnering with Guinness.
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“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,” Will Brass said.
“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,” he added.
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