The opening weekend of the 2025/26 Premier League season saw Guinness unveil its largest community-driven sports campaign, marking its second season as Official Beer and Official Non-Alcoholic Beer of the leading football league.
The new ‘Lovely Day for a Guinness’ campaign is spearheaded by a series of short films that celebrate the emotional power of the Premier League, featuring fans from all 20 Premier League clubs.
In its debut season, Guinness activated its Premier League partnership in over 80 countries. In Britain, Guinness became the number one beer in football occasions.
Somnath Dasgupta, Global Marketing Director, Guinness, commented: “Our first season as Official Beer and Non-Alcoholic Beer of the Premier League has been a galvanising platform for the brand around the world. More than a game, the Premier League has enabled Guinness to become part of rituals, traditions and moments of belonging that enrich the football viewing occasion.
“This season, we’re taking that connection even further with our ‘Lovely Day for a Guinness’ campaign, where we celebrate the fans who sing, cheer, stress and exhale through the emotional rollercoaster of every matchday, and the rituals that bind them together. Because win or lose, when you’re with your people and enjoying a pint of Guinness or Guinness 0.0, every match day can be a lovely day.”
