Guinness has announced its first-ever global partnership in football as the official beer of the Premier League.
The four-year agreement, reportedly worth $66 million in total, 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”.
Diageo-owned Guinness replaces Budweiser, owned by Anheuser Busch In-Bev. Budweiser is now “more closely associated” with its own premium naming rights competition, the FA Cup.
Diageo had previously used the Guinness brand as a sponsor in rugby union, where it was associated with the Six Nations and the top-flight Premiership.
As the “Official Responsible Drinking Partner” of the Premier League, Guinness will be using its global rights to promote and encourage responsible drinking during the season.
Guinness will use its distinctive marketing, creative advertising, and history of activating world-class sports sponsorships to create fun and engaging fan experiences. The partnership will look 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.
As the most-watched football league on the planet where games are broadcast into 900 million homes in 189 countries, Guinness will bring together the beautiful game and the beautiful pint through its activation of the partnership with the Premier League.
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.
