Guinness has announced its first-ever global football partnership with the Premier League.
The four-year deal, 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.
The Premier League is the most-watched football league on the planet and the deal will give the Diageo brand TV exposure in 900 million homes across 189 countries.
The partnership will look to support and uplift the football community, on and off the pitch, and inspire new connections between Guinness drinkers and Premier League fans.
A new Guinness campaign platform will launch in August when the 2024/25 Premier League also commences.
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.”
