Guinness has announced its first-ever global partnership in football, as the official beer of the Premier League.
The four-year agreement, which begins in the 2024/25 season, will see Guinness become the Official Beer of the Premier League, and Guinness 0.0 the Official Non-Alcoholic Beer of the Premier League.
‘Long-Term Relationship’
“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,” said Will Brass, chief commercial officer of the Premier League.
“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 Premier League
Guinness plans to use its marketing and advertising to create engaging fan experiences.
The Premier League is the most-watched football league in the world, whereby games are broadcast into 900 million homes in 189 countries.
In August, Guinness will launch a new campaign platform, whereby fans will be able to experience Guinness and the Premier League together on match days across pubs and in retail outlets, globally.
‘International Legacy’
“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,” said Stephen O’Kelly, global brand director at Guinness.
“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.”
