Guinness pours a perfect pint into Premier League partnership

This historic four-year agreement, kicking off with the 2024/25 season, sees Guinness become the official beer and official non-alcoholic beer of the Premier League.

Guinness, the world-renowned Irish stout, has signed its first-ever global football partnership with the Premier League (PL), England’s top-flight football league.

This historic four-year agreement, kicking off with the 2024/25 season, sees the Irish stout not only become the official beer of the first division, but also expand its reach to encompass the growing demand for non-alcoholic beverages.

Guinness 0.0, the brand’s successful alcohol-free offering, will take the title of the official non-alcoholic beer of the PL. This move demonstrates Guinness’ commitment to catering to a wider audience and aligns with current trends in beverage consumption.

The partnership extends beyond product placement. Guinness will also serve as the Premier League’s official responsible drinking partner. Throughout the season, the brand will leverage its global platform to promote responsible drinking practices amongst fans, ensuring a safe and enjoyable viewing experience.

John Kennedy, President Europe, Diageo, said, “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. 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.”

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, the Premier League, said, “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.”

The partnership promises to be much more than just branding. The Dublin brewery plans to engage fans through innovative marketing campaigns and create unique experiences. This will further strengthen the connection between passionate Premier League fans and the Guinness name, both on and off the pitch.

Fans can expect to see the partnership come alive in August 2024 with the launch of a new Guinness campaign. Additionally, fans around the globe will have the opportunity to experience the combined power of Guinness and the English top flight on match days, both in pubs and retail outlets.

This announcement follows the PL’s recent partnership with Sports Interactive, the creators of the popular football management game “Football Manager.” This highlights the league’s ongoing commitment to innovation and collaboration.

Guinness is a dry stout with a deep black colour and a creamy head. Its roasted flavour comes from unmalted barley, and its origins trace back to the 18th-century St. James’s Gate Brewery in Dublin, Ireland. Now owned by Diageo, Guinness remains a global icon, and its Dublin home, the Guinness Storehouse, is a popular tourist attraction.

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