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In an exciting development for football and beer enthusiasts alike, Guinness has announced its first-ever global football partnership, becoming the Official Beer of the Premier League.
This landmark deal, set to kick-off from the 2024/25 season, marks a significant milestone in the history of sports sponsorships.
This partnership sees Guinness taking over from Budweiser, the previous holder of the partnership. Despite stiff competition from contenders like Heineken, which holds a similar partnership with UEFA for the Champions League and UEFA Cup, Guinness emerged victorious.
The four-year agreement positions Guinness at the forefront of football, with Guinness 0.0 also being recognized as the Official Non-Alcoholic Beer of the Premier League.
More than just a branding exercise, Guinness, as the Official Responsible Drinking Partner of the League, will use its global rights to promote and encourage responsible drinking throughout the season.
Guinness plans to leverage its distinctive marketing, creative advertising, and a rich history of activating world-class sports sponsorships to create fun and engaging fan experiences.
The partnership aims to support and uplift the football community, both on and off the pitch, and inspire new connections between Guinness consumers and passionate Premier League fans worldwide.
As the most-watched football league globally, the Premier League offers an unparalleled platform for Guinness to unite the beautiful game and the beautiful pint.
In August, Guinness will launch a new campaign platform, allowing fans to experience Guinness and the Premier League together on match-day across pubs and retail outlets globally.
This partnership comes at a time of success for Guinness, with sales of the Diageo-owned stout up 14% worldwide in the first half of the year.
John Kennedy, President Europe, Diageo, sees the Premier League as an amazing opportunity to continue the success of the Guinness brand globally and connect with new communities around the football occasion.
Stephen O’Kelly, Global Brand Director, Guinness, is excited about the partnership, stating, “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.”
Will Brass, Chief Commercial Officer, the Premier League, also expressed delight at the partnership, praising Guinness for its world-class creativity, innovation, and community storytelling through its marketing in sports and more broadly.
This partnership promises to elevate 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.
It’s a win-win situation for both Guinness and the Premier League, promising value and growth for both brands.
