Skip to content
Search
AI Powered
Human content, AI powered search.
Latest Stories

Guinness lands Premier League partnership as official beer

Guinness lands Premier League partnership as official beer
Kiran Paul
By Kiran PaulJun 12, 2024
Kiran Paul
See Full Bio

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.”

guinnesspremier league

Related News

More for you

Mondelēz unveils full 2025 Easter line-up

Mondelēz unveils full 2025 Easter line-up

Confectionery and chocolate supplier Mondelēz International has announced its line-up for the 2025 Easter season, following its most successful Easter ever in 2024.

For 2025, Mondelēz International is unveiling the Easter Favourites Pouch, its first-ever confectionery pouch made from paper, meaning it can be easily recycled at home. The new product taps into the egg hunt ritual and contains Mini Cadbury Dairy Milk Eggs, treat-size bags of Cadbury Mini Eggs and Cadbury Creme Eggs, so consumers can enjoy all their seasonal favourites in a convenient variety sharing pack.

Keep ReadingShow less
New Clayton Park Kitchen Meals

New Clayton Park Kitchen Meals

Clayton Park Bakery rebrands, launches new meals in SPAR stores

Clayton Park Bakery, the Accrington-based food firm owned by SPAR distributor James Hall & Co., has launched a quartet of new home replacement meals.

The new lines under the Clayton Park Kitchen brand include an All-Day Breakfast, Minced Beef & Onion with a Dumpling, Chicken & Chorizo with Penne Pasta, and Steak & Kidney Pudding with Mash & Veg.

Keep ReadingShow less
TREK unveils new Biscoff Protein Flapjack

TREK unveils new Biscoff Protein Flapjack

TREK, the UK’s number two Protein Bar and one of the fastest-growing brands in Cereal and Sports Nutrition Bars, is shaking up the snacking market once again with the TREK Biscoff Protein Flapjack – a bold and irresistible new launch that’s set to dominate shelves in 2025.

Launching hot on the heels of TREK Power Biscoff, which has so far achieved more than £3.9M in sales, TREK is turning proven momentum into further brand and category growth. TREK Power Biscoff became the number one launch in the Cereal and Sports Nutrition Bars category for 20245. Now, the brand has big ambitions to once again deliver the best-selling bar launch with TREK Biscoff Protein Flapjack.

Keep ReadingShow less
Hawksbill Caribbean Spiced Rum range

Hawksbill Caribbean Spiced Rum range

Hawksbill Caribbean Spiced Rum unveils new look, secures Booker listing

Fortitude Spirits Group has unveiled a new premium bottle design for Hawksbill Caribbean Spiced Rum, the award-winning range of four rums which donates 10 per cent of profits to sea turtle conversation projects in Barbados.

The rebrand marks a major milestone for the brand as it secures a major listing across 130 Booker depots, bringing the premium spiced rum to an even wider audience. Hawksbill Rum is already one of the biggest sellers of spiced rum on Amazon in the UK.

Keep ReadingShow less
Cadbury FC returns with more prizes in new football promotion

Cadbury FC returns with more prizes in new football promotion

Cadbury FC is back in 2025 with its newest promotion, The Winning Pass, giving shoppers the chance to win an exclusive, money-can’t-buy football experience for themselves and three guests. The Winning Pass builds on the success of Cadbury FC’s previous campaigns, with hundreds of top tier prizes to continue Cadbury’s spirit of generosity into the new year.

Six lucky winners will get to experience their own personalised dream match day, each with three friends, at a participating football club*, with travel and a luxury hotel stay included. Other winners have the chance to get one of hundreds of exclusive match tickets from partner clubs** or one of hundreds of £20 or £10 Lifestyle vouchers.

Keep ReadingShow less