“We are delighted to partner with Guinness, the world’s leading stout, whose team has consistently demonstrated world–class creativity, innovation, and community storytelling through its marketing in sports and more broadly. We are looking forward to 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.”
Will Brass, Chief Commercial Officer, the Premier League
LONDON, UK, 12th June 2024 – In its first-ever global football partnership, Guinness has announced its partnership with the Premier League for the 2024–25 season. During the four-year agreement, Guinness is set to become the Official Beer of the Premier League, while Guinness 0.0 will be the Official Non-Alcoholic Beer of the Premier League.
This partnership is expected to inspire new, cohesive bonds between Guinness consumers and passionate fans of the Premier League around the globe. Guinness plans to utilize its worldwide privileges to advocate for and foster responsible drinking throughout the season.

Through its creative advertising, marketing, and unique history of initiating sports sponsorships as well as engaging fan experiences, Guinness’ value proposition seeks to support and uplift the football community, on and off the pitch.
The partnership, which is inspired by the need to connect the beautiful game and the beautiful pint, is set for huge success considering the fact that the Premier League is the most watched football league on the planet, where games are broadcast into 900 million homes in 189 countries.
Later on In August, Guinness also plans to launch a new campaign platform, where fans will be able to experience Guinness during Premier League match days, across pubs, and in retail outlets globally. This announcement follows a successful first half of the year for Guinness, where sales of the Diageo-owned stout went up 14% worldwide.
Stephen O’Kelly, Global Brand Director at Guinness, hopes that the partnership between these two international brands will bring different communities together all over the world.

Guinness will be enhancing its global sporting legacy through the new campaign that resonates with millions of Premier League fans worldwide, each enjoying and following the league in their own distinct manner.