Guinness announces first global partnership in football with four-year agreement from 2024/25
Guinness has today announced its first-ever global partnership in football as the official beer of the Premier League.
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”.
As the “Official Responsible Drinking Partner” of the 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 900million 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.
John Kennedy, President Europe, Diageo, said: “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.”
Stephen O’Kelly, Global Brand Director, Guinness, 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.”
Will Brass, Chief Commercial Officer, the Premier League, said: “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.”
Enjoy Guinness Sensibly.
Find out more from Guinness at guinness.com and instagram.com/guinness.
*********************************************************************
2023-24 Area Conference Schedules: Conference and Team Links
Know some top athletic performances? Seeing some great teams in action?
We can use your help, and it’s simple. Witness some great performances? Hear about top athletes and top teams in our area?
Athlete of the Week and Team of the Week:
Nominate an athlete or team: HERE
**********************************************
Pancakes or Waffles! We feature top area athletes with our world-renowned feature. Send us your nominations for who you’d like us to interview HERE
College Athlete Roundup! We want to recognize student-athletes from the area who are competing at the college level. Send us information on college athletes from the area with our simple form HERE
Where are they Now? We feature athletes and difference makers from the past, standouts in sports who excelled over the years and have moved on. Know of a former athlete, coach, or difference maker who we should feature? Know of a former standout competitor whose journey beyond central Wisconsin sports is one we should share? Send us information on athletes and difference makers of the past with our simple form HERE
Baked or Fried! We also feature difference makers throughout central Wisconsin: coaches, booster club leaders, administration, volunteers, you name it. Send us your nominations for who you’d like us to interview HERE
We welcome your stories! Contact us at [email protected]!
Author: David Keech
David Keech is a retired teacher and works as a sportswriter, sports official and as an educational consultant. He has reported on amateur sports since 2011, known as 'KeechDaVoice.' David can be reached at [email protected]
