Diageo’s Guinness brand has announced its first-ever global football partnership with 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.
The popular stout brand stated that it will use its distinctive marketing, creative advertising, and history of activating sports sponsorships to create “fun and engaging fan experiences”. The partnership will also look to support the football community, on and off the pitch, and inspire new connections between its own consumers and Premier League fans around the world.
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.
The announcement follows a successful first half of the year for Guinness, with sales of the Irish stout up 14% worldwide.
John Kennedy, President of Europe at 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.”
Will Brass, Chief Commercial Officer of the Premier League, added: “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.”
NAM Implications:
- …”inspire new connections between its own consumers and Premier League fans around the world”.
- Says it all, end of story….
