Guinness becomes official partner of premier league
Diageo-owned beer brand Guinness has become the official partnership of the Premier League, replacing Budweiser.
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 of the Premier League”.
The partnership is the beer brand’s first-ever global football partnership and follows a successful first half for the business with sales up 14% worldwide.
The brand vowed to “create fun and engaging fan experiences” as part of its partnership. In August, it 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 partnership comes amid the drinks giant investing £85.6m to to decarbonise its historic St. James’s Gate site in Dublin 8, where Guinness has been brewed for 264 years.
Grocery Gazette
Related news
Zamárdi’s own beer also debuted at the Balaton Beer Weekend
From Friday afternoon to Sunday night, guests could taste 40…
Read more >Zamárdi beer will be ready by the weekend!
The first beer, named after the Balaton settlement, will be…
Read more >Big sporting events also help with beer consumption
Although major sporting events temporarily have a positive effect on…
Read more >Related news
Private brands make record gains in first half of year
Private label products reached new heights in the first half…
Read more >Müller updates packaging to increase accessibility for blind shoppers
Müller is updating the packaging of all branded products with…
Read more >Auchan has appointed a new product director
From July 1, László Varga will perform the duties of…
Read more >