Guinness has forged a groundbreaking global partnership in football, becoming the official beer sponsor of the English Premier League.
This four-year agreement, commencing with the 2024/25 season, designates Guinness as the “Official Beer of the Premier League” and Guinness 0.0 as the “Official Non-Alcoholic Beer of the Premier League.”
As the “Official Responsible Drinking Partner,” Guinness will leverage its international reach to promote responsible alcohol consumption throughout the season. The partnership will capitalize on Guinness’s distinctive marketing and creative advertising strategies, along with its proven track record in activating world-class sports sponsorships. The aim is to create engaging and enjoyable experiences for fans while supporting the football community both on and off the pitch.
Guinness hopes to inspire new connections between its consumers and passionate Premier League fans worldwide. Will Brass, Chief Commercial Officer, of the Premier League, said:
“We are delighted to partner with Guinness, the world’s leading stout, whose team has 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.”
Guinness, a sponsor of the Premier League, the world’s most popular football league, will fuse the love of the game with the enjoyment of a pint. Reaching over 900 million homes across 189 countries, the partnership will bring fans together through exciting activations.
In August, Guinness will introduce a new campaign platform, allowing fans to experience the spirit of both Guinness and the Premier League on match day at pubs and retail outlets 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 unique way across the globe.”
