Guinness becomes official partner of premier league

By: Trademagazin editor Date: 2024. 06. 13. 09:30

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