The Premier League (PL) club, Arsenal FC, have announced a new multi-year global partnership with Guinness, the iconic Irish stout brand owned by Diageo.
As part of the agreement, Guinness has become the official beer partner of the Gunners in key markets, including the UK and Ireland, with plans to expand visibility across Africa and Asia.
The partnership is geared towards strengthening Guinness’s footprint within global football while offering Arsenal fans immersive experiences, branded activations, and exclusive content. Guinness 0.0, the brand’s non-alcoholic variant, will also play a key role, reflecting evolving consumer preferences and supporting responsible drinking.
Guinness branding will be visible across Emirates Stadium and integrated within digital campaigns and co-branded content. The deal also includes matchday hospitality rights and promotional fan events.
Speaking on the occasion, Juliet Slot, Arsenal’s Chief Commercial Officer, said, “Guinness is loved by supporters across the world. We’re proud to be partnering with one of the biggest global brands to make a day out at the Emirates the best experience for our supporters. Our matches are about rituals, traditions and a feeling of belonging. We’re excited to be putting Guinness at the heart of new rituals for our supporters across this season and beyond.”
Somnath Dasgupta, Marketing Director of Global Sports Partnerships at Guinness, added, “Arsenal is one of the most successful clubs in Premier League history, and this partnership marks an exciting opportunity to increase our association in football and build deeper connections with Arsenal supporters around the world.
“All fans visiting Emirates Stadium can look forward to enjoying beautiful pints of Guinness and Guinness 0.0 from next season. We look forward to creating new rituals and shared experiences with passionate Gooners on matchdays, and beyond the 90 minutes.”
Guinness, known for its deep black colour and creamy head, is a dry stout first brewed in the 18th century at the St. James’s Gate Brewery in Dublin. Now owned by Diageo, it remains a global beverage icon, with the Guinness Storehouse serving as one of Ireland’s top tourist attractions. Building on its role as the official responsible drinking partner of the Premier League, Guinness will also leverage this partnership to promote responsible consumption at Emirates Stadium.
This partnership with Arsenal is the latest in Guinness’ growing sports portfolio. The brand is currently the title sponsor of the Guinness Six Nations, one of rugby’s most prestigious tournaments, and has supported various grassroots and professional sports initiatives across the UK and Africa.
Arsenal concluded the 2024–25 season as the league runners-up, marking their third consecutive second-place finish. The club also made a deep run in the UEFA Champions League, reaching the semi-finals for the first time since 2009, a strong sign of their resurgence on both domestic and European fronts.
This news follows other recent commercial announcements from Arsenal, including Asahi Super Dry, Athletic Brewing Company and TCL.
Looking ahead to the 2025–26 season, Arsenal have bolstered their squad with key signings including Kepa Arrizabalaga and Noni Madueke from Chelsea, Christian Nørgaard from Brentford, and Martin Zubimendi from Real Sociedad. The team is set to face AC Milan in a preseason friendly today at 5:00 PM IST, before officially kicking off their campaign against Manchester United on August 17 at 9:00 PM IST, a blockbuster start to the competitive season.
