Guinness Scores First Global Football Partnership as Official Beer of the Premier League

Category

Branding

Read Time

2 min

Published

13 June, 2024

Guinness have announced their first global football partnership as the famous drinks brand is the official beer of the Premier League.

They’ve had a very strong year, becoming Britain’s most popular pint in 2023 with one in every nine pints pulled being a Guinness.

This partnership shows how the beer giant is continuing to drive growth, as they’ll reach football fans on a global scale with this latest venture.

The premier league is the most watched football tournament reaching 9 million homes in over 180 countries. This gives Guinnesss access to a huge audience who’ll be reaching for a beautiful pint of Guinness to enjoy the ‘beautiful game’.

Stephen Kelly, Global Brand Director at Guinness adds to this point:

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.

The brand which has been owned by Diageo since 1997 has promised to deliver engaging experiences for fans by leveraging its “distinctive marketing, creative advertising and history of activating world-class sports sponsorships”.

But whilst this is an exciting partnership, it’s certainly not the first time Guinness has collaborated in the world of sports.

The brand has had a long-standing association with rugby, serving as the official beer of the Six Nations since 2007.

Additionally, it has become the Premier League’s responsible drinking partner, with Guinness 0.0 designated as the league’s official non-alcoholic beer.

Diageo’s European President, John Kennedy said the following:

I’m particularly excited for the brand to build on the impressive growth that Guinness 0.0 has seen since its launch and use our status as the official non-alcoholic beer of the Premier League to lay the foundations for further global roll-out around the world.

Launched in 2020, Guinness 0.0 became the fastest-growing non-alcoholic beer worldwide in 2023.

In the UK, it is the best-selling non-alcoholic beer in the four-can pack format as of November 2023. Diageo reports that the product has attracted an additional 500,000 consumers to the Guinness brand annually, demonstrating its significant market impact and growing popularity.

Looking at these impressive numbers, it looks like we’ll all be reaching for a Guinness; with or without the football playing!

Hey I'm Tony, Founder and Director of Canny Creative. I eat, sleep and bleed Canny to be honest. I'm an absolute workaholic (and yes, I know that's not a good thing!).

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