Diageo-owned brand Guinness is reported to have seen off competition from Heineken to secure a four-year sponsorship deal with the Premier League worth £40m.
According to Sky News, the deal has not yet been formally signed but will begin next season. The £10m-a-year agreement represents a big financial uplift on the Premier League’s existing partnership with AB InBev’s Budweiser brand.
Guinness has historically been more closely associated with rugby union through its sponsorship of the sport’s Premiership and Six Nations competitions.
Budweiser has been associated with the Premier League for the last five years, while it has also been a principal sponsor of the FA Cup.
The Premier League and Diageo have yet to comment.
