On June 18th, Premium liquor company Diageo announced that Guinness, the world’s best-selling stout brand, has signed its first global football partnership with the English Premier League (EPL).
Under this partnership, starting from the 2024-2025 Premier League season, Guinness will be designated as the official beer for four years and Guinness 0.0 will be the official non-alcoholic beer. Guinness will join as the Premier League’s Official Responsible Drinking Partner to promote and encourage responsible drinking throughout the season.
Through this partnership, Guinness hopes to support the soccer community both inside and outside the stadium and establish new relationships between consumers and passionate Premier League fans worldwide. Guinness plans to offer interesting and attractive experiences to soccer fans by utilizing its unique marketing, creative advertising, and global sports sponsorship experience.
Diageo’s European representative, John Kennedy, expressed his excitement, saying, “It is a significant opportunity for Guinness to continue its brand success by utilizing Guinness 0.0 as the official non-alcoholic beer of the Premier League, the most popular soccer league in the world. We look forward to interacting with new communities through soccer and expanding our touchpoints with global consumers.”
Will Brass, CCO of the Premier League, shared his thoughts by stating, “We are delighted to partner with Guinness, which has shown the world’s highest level of creativity, innovation, and storytelling not only in sports marketing but also in many different fields. We hope to establish a long-term relationship that expands opportunities to watch Premier League soccer and promotes activities that match the league’s reputation.”
