Premier League Names Guinness As Official Beer
The Premier League has confirmed a four-year agreement with Diageo that will see Guinness become the league’s official beer from the 2024/25 season.
First reported in April, the agreement is worth £40m according to Sky Sports, equating to roughly £10m annually. The Telegraph meanwhile reports that the deal is worth as much as £52m over its duration.
Guinness replaces Budweiser as the Premier League’s designated beer sponsor, as per the previous partnership signed in 2019 with US brewing giant Anheuser-Busch InBev.
The Dublin-based beer brand will launch a new campaign platform for the start of the new season in August.
After securing its first global partnership in football, Guinness will leverage prominent brand exposure throughout the Premier League season, reaching a broadcast audience of 900 million households across 189 countries.
The deal also sees Guinness 0.0 acquire designation as the league’s official non-alcoholic beer, with the company set to advocate responsible drinking through the partnership.
Guinness is building on its existing sport partnership portfolio with Six Nations Rugby, having served as the title sponsor of the men’s tournament since 2019, and of the women’s championship since this year.
Stephen O’Kelly, Global Brand Director of Guinness, said, “This partnership brings together two iconic global brands that are loved by communities all over the world, and we can’t wait to bring beautiful pints to the beautiful game.
“When the first ball is kicked off in August, Guinness will be building on its international legacy in sport with a new campaign reaching millions of fans, who follow and enjoy the Premier League in their own unique way across the globe.”
Will Brass, Chief Commercial Officer of the Premier League, added, “We are delighted to partner with Guinness, the world’s leading stout, whose team have consistently demonstrated world-class creativity, innovation and community storytelling through its marketing in sports and more broadly.
“We are looking forward to sharing 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.”
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