Guinness has launched a marketing campaign which is part of its Premier League sponsorship, highlighting football fans across key markets including Africa.

The new campaign for Guinness Foreign Extra Stout was developed in partnership with VML UK and features a documentary-style film directed by Arthur Neumeier, set in Kenya.

The video shows different matchday rituals, including fans making and designing their own kits and a salon creating football-inspired braids which aim to highlight the ‘real’ fans of the Premier League.

Somnath Dasgupta, global marketing director, Guinness, said: “The best way to tell this story was to let fans lead it. Football fandom gives people a space to really belong, and that feeling is built as much in the shared emotions and rituals around match day as it is in the game itself.

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“With ‘Guinness Extra’, we’re boldly elevating the fan experience by putting real Premier League supporters at the centre of the story, in a way that reflects the same ‘Extra’ character Foreign Extra Stout is known for.”

This builds on the brand’s partnership with the Premier League, currently undergoing its second season as the Official Beer and Official Non-Alcoholic Beer.

Ryan McManus, chief creative officer at VML UK, said: “We went into communities across Africa and South-East Asia to find the fans who don’t just watch the Premier League – they wear it, drive it, and build their lives around it. Our job was to honour that energy with the same level of craft and emotion Guinness is known for.”

The advertisement is now live across TV, social and digital channels with out-of-home set to roll out soon.