Guinness is making its football debut in a major way by partnering with the English Premier League, the world’s most widely veiewed football league.
The four-year partnership will commence for the 2024/25 season and see Guinness become the official beer partner of the English top-flight. The global event will see the Irish company gain global rights, marketing and creative advertising caveats.
In a press release, Guinness stated that it aims to “bring together the beautiful game and the beautiful pint” via the partnership, whilst also promoting responsible drinking.
The firm’s non-alcoholic brand, Guinness 0.0, has been named the ‘official non-alcoholic beer of the Premier League’ to further support these ambitions.
Will Brass, Chief Commercial Officer of the Premier League, said: “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.”
There are three months left until the Premier League season commences, during which time football fans across Europe will be glued to the UEFA European Championship 2024, taking place in Germany.
Prior to the domestic season restarting, Guinness will launch a new campaign platform focused on match-day fan engagement in pups and retail outlets.
This marks a significant expansion of the brand’s sporting activity, with it most notably being a long-term partner of the Six Nations international rugby union tournament.
Stephen O’Kelly, Global Brand Director, Guinness, remarked: “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.”
