Guinness To Become the Official Beer of Premier League
Credit ©INPHO/Dan Sheridan
When the 2024-2025 season of the Premier League kicks off in mid-August, the league will have a new beer partner for the next four seasons. Guinness will become the “Official Beer of the Premier League”, and Guinness 0.0 as the “Official Non-Alcoholic Beer of the Premier League”. This partnership marks Guinness’ first-ever global partnership in football.
For the coming seasons, Guinness will use its unique marketing, creative advertising, and history of activating world-class sports sponsorships to create fun and engaging fan experiences. The goal of this partnership is to support and uplift the football community, on and off the pitch, and inspire new connections between its own consumers and passionate Premier League fans around the world.
“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,” said John Kennedy, President Europe, Diageo, in a press release. “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.”
The Premier League is the most-watched football league on the planet where games are broadcast into 900million homes in 189 countries. Here in the U.S., this past season averaged 546,000 viewers across NBC and USA Network.
Mandatory Credit ©INPHO/Dan Sheridan
“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, Guinness, in a press release. “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.”
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.
“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, the Premier League, in a press release. “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.”
Credit ©INPHO/Dan Sheridan
As the “Official Responsible Drinking Partner” of the League, Guinness will be using its global rights to promote and encourage responsible drinking during the season.
Find out more from Guinness at guinness.com and on instagram.com/guinness.
About The Author
DJ
D.J. is a Portland, Oregon based writer that spent his formative years in the Midwest. With over 25 years under his belt of drinking beer at festivals across America and the world, he has developed a strong appreciation and understanding of craft beer and the industry that surrounds it. He can be found in any of the great breweries or beer bars that make Portland the best beer city in the world. His writing can also be found in the archives of Northwest Brewing News and can be followed on Twitter and Instagram at @hopapalooza.
What a weird time we’re living in.
These conglomerates are still beating each other up, outbidding each other with huge money for sports sponsorships….so they can promote themselves as the exclusive “0.0% alcohol beverage of choice”.
Cola wars deja vu.