Guinness lands Premier League partnership as official beer

Guinness has announced its first-ever global football partnership with the Premier League.

The four-year agreement, which kicks-off for the 2024-25 season, will see Guinness become the Official Beer of the Premier League, and Guinness 0.0 as the Official Non-Alcoholic Beer.

As the Official Responsible Drinking Partner of the League, Guinness will also be using its global rights to promote and encourage responsible drinking during the season.

Guinness said it will use its distinctive marketing, creative advertising, and history of activating world-class sports sponsorships to create fun and 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 Europe at Diageo, said.

“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.”

As the most watched football league on the planet where games are broadcast into 900 million homes in 189 countries, Guinness will bring together the “beautiful game and the beautiful pint” through its activation of the partnership with the Premier League. In August, Guinness will launch a new campaign platform, and fans will be able to experience Guinness and the Premier League together on match-day across pubs and in retail outlets globally.

This announcement follows a successful first half of the year for Guinness with sales of the Diageo-owned stout up 14 per cent worldwide.

“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, Guinness, said.

“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.”