Guinness becomes official partner of premier league

Diageo-owned beer brand Guinness has become the official partnership of the Premier League, replacing Budweiser.

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 of the Premier League”.

The partnership is the beer brand’s first-ever global football partnership and follows a successful first half for the business with sales up 14% worldwide.

The brand vowed to “create fun and engaging fan experiences” as part of its partnership. In August, it 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.


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Guinness global brand director Stephen O’Kelly said the collaboration is set to “bring together two iconic global brands”.

O’Kelly said: “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.”

Diageo president for 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 beer 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.”

The partnership comes amid the drinks giant investing £85.6m to to decarbonise its historic St. James’s Gate site in Dublin 8, where Guinness has been brewed for 264 years.

FMCGMarketingNews

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