British-based multinational alcoholic beverage maker, Diageo, has announced that in a first-time football collaboration, Guinness will partner with England’s Premier League. The company states that it will use this exposure for Guinness 0.0 to gain momentum for a further global roll-out.
The four-year agreement, which kicks-off for the 2024/25 football season, will see the Diageo-owned stout beer, Guinness, become the official beer of the Premier League, and Guinness 0.0 the official non-alcoholic beer.
Premier League football games are some of the most watched on the planet, broadcast into 900 million homes in 189 countries.
Guinness is also the responsible drinking partner of the League, and the company states that it will promote and encourage responsible drinking during the season.
Diageo president – Europe, John Kennedy, said that Guinness will use its distinctive marketing and creative advertising to create fun and engaging fan experiences.
“The Premier League is the world’s most popular football league, providing an amazing opportunity to continue the success of the Guinness brand globally and connect with new communities around the football occasion.
“I’m particularly excited for the brand to build on the impressive growth that Guinness 0.0 has seen since its launch, and using our status as the Official Non-Alcoholic Beer of the Premier League to lay the foundations for further global roll-out around the world.”
Guinness will launch a new campaign platform in August, and fans will be able to experience Guinness and the Premier League together on match-days across pubs and in retail outlets globally.
Guinness global brand director, Stephen O’Kelly, 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,” he said.
