Premier League signs major deal with Guinness

The English Premier League has signed a four-year deal with Guinness, which has thus inked its first-ever global football partnership agreement to become the Official Beer of the league.

As per the deal, the Guinness 0.0 will act as the Official Non-Alcoholic Beer of the Premier League. Additionally, Guinness will also act as the Official Responsible Drinking Partner of the league and use its global rights to promote responsible drinking.

The partnership will see Guinness work on various marketing and advertising campaigns along with a host of fan engagement activities. Guinness will also be launching a campaign platform in August 2024 which will let fans experience “Guinness and the Premier League together on match-day across pubs and in retail outlets globally.”

Will Brass, Chief Commercial Officer of the Premier League, commented:

“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.”

Stephen O’Kelly, Global Brand Director, Guinness, added:

“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.“

John Kennedy, President Europe, Diageo, added:

“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.”