Guinness partners with Premier League for a responsible drinking campaign

On June 12, 2024, Guinness announced a four-year partnership with the Premier League, becoming the Official Beer and Official Non-Alcoholic Beer (Guinness 0.0) of the league from the 2024/25 season. This collaboration also establishes Guinness as the Official Responsible Drinking Partner of the Premier League, highlighting its commitment to promoting responsible consumption of alcohol.

Launch of ‘Lovely Game for a Guinness’ campaign

In celebration of this partnership, Guinness has launched a multi-faceted campaign that includes global advertisements and creative in-pub activations. The campaign, titled ‘Lovely Game for a Guinness’, aims to fuse the excitement of Premier League football with the cultural heritage of Guinness. Notably, Premier League legend Alan Shearer has partnered with Guinness to introduce a fleet of 20 custom Guinness tankers, each adorned with the colors of the Premier League clubs, set to deliver perfect pints across various locations.

Global advertising and fan engagement

The campaign will also see the release of four global advertisements that showcase the unique connections between the sport and its fans. These adverts are set to run in various formats including TV and social media, across key markets such as Great Britain, Ireland, Africa, and Asia. Each narrative focuses on different aspects of football fandom, from the communal spirit in remote communities to the everyday passion of fans worldwide.

Extending brand visibility and engaging with football fans

Additionally, Guinness is reinforcing its presence by sponsoring the Premier League’s Goal of the Month award and enhancing visibility through extensive out-of-home advertising. This strategic move aims to solidify Guinness’s position not only as a leader in the beverage industry but also as a pivotal supporter of football, merging the joy of the sport with the renowned hospitality associated with Guinness.