Guinness becomes official beer of the Premier League

Diageo has signed Guinness’s first-ever global football partnership with the Premier League.

The four-year deal, which begins in 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 of the Premier League.

Diageo has said it will use marketing, creative advertising, and history of activating sports sponsorships to create fan experiences while the partnership will support the football community.

The deal will boost brand awareness due to the Premier League being broadcast into 900 million homes in 189 countries.

In August, Diageo also has plans to 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.

The partnership follows a successful first half of the year for the stout brand with sales of Guinness being up 14% worldwide.

Diageo president, Europe, John Kennedy said: “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. 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.”

Guinness global brand director Stephen O’Kelly explained: “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. 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.”

The Premier League chief commercial officer Will Brass added: “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. 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.”