Premier League Inks ‘£41m’ Guinness Deal

25 Apr 2024 | Rory Jones

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The Premier League is reportedly set to sign a £41m four-year agreement with Guinness, according to Sky Sports.

The report says the new deal will take effect from the 2024/25 season, and represents a significant uptick in value on the English top-flight’s current contract with Anheuser-Busch InBev.

The US brewing giant’s Budweiser beer brand has served as a partner of the Premier League since 2019.

Guinness reportedly beat Dutch brand Heineken in order to win the Premier League’s signature.

The deal will see the Dublin-headquartered firm expand its sports partnership portfolio that includes title sponsorship of the men’s and women’s Six Nations tournaments.

As per Sky, all 20 Premier League clubs have been informed that the Guinness partnership will take effect from next season.

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