by Teresa Buyikian
Source: www.mediapost.com, June 2024
Turns out international footie fans love a lukewarm Guinness as much as those from Ireland and the UK.
The stout maker today announced its first-ever global football partnership as the official beer of the Premier League.
The agreement begins this year for the 2024/2025 season and lasts four years. Guinness is the “Official Beer of the Premier League,” while Guinness 0.0 is the “Official Non-Alcoholic Beer of the Premier League.”
“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,” said John Kennedy, president of Europe Diageo, Guinness’s parent company, in a release.
“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.”
The brand has slated “fun and engaging fan experiences” for the football community, at the games as well as connecting with League fans outside the arena. A new ad campaign will launch in August, per the brand, encouraging fans “to experience Guinness and the Premier League together on match-day across pubs and in retail outlets globally.”
“This partnership brings together two iconic global brands that are loved by communities all over the world,” said Guinness global brand director Stephen O’Kelly. “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 Premier League is the most popular football league in the world, with games broadcast into 900 million homes in 189 countries. The League kicks off the 2024 season on August 16with Manchester United against Fulham.
