Arsenal and Guinness Unveil Global Partnership Ahead of 2025/26 Season

London, July 22, 2025 – Arsenal FC and Guinness have officially launched a multi-year global partnership that will see the iconic Irish stout become an official partner of the club, enhancing the matchday experience at both men’s and women’s fixtures.

Starting with the 2025/26 season, Guinness and its non-alcoholic version, Guinness 0.0, will be served at Emirates Stadium, integrating into fan rituals and supporter culture both in North London and across Arsenal’s global fanbase.

Guinness now at The Arsenal ❤️

From N5 to Singapore, let's create new matchday rituals together.

🤝 Guinness

18+ | Drink Responsibly pic.twitter.com/0QrWHvdxH1

— Arsenal (@Arsenal) July 22, 2025

Kick-Off in Singapore: Global Launch with Local Fans

The partnership was launched during Arsenal’s pre-season tour in Singapore, with over 300 fans gathering at Molly Malone’s, the city’s unofficial Arsenal pub, to celebrate the announcement. Hosted in collaboration with the Arsenal Singapore Supporters Club, the event featured Guinness tastings and live entertainment – symbolizing the partnership’s focus on community and shared fan traditions.

Guinness to Enhance Matchday Rituals Worldwide

Beyond London, the collaboration will activate across more than 80 countries, creating new experiences for Gooners watching from afar. From local supporter hubs to global fan zones, Guinness aims to become part of the matchday rhythm, reinforcing the club’s tradition of unity and ritual.

Guinness at Emirates Stadium: Supporting Responsible Drinking

In addition to pouring pints at Emirates Stadium, Guinness will promote responsible drinking during Premier League matches. This initiative builds on Guinness’ role as the Official Responsible Drinking Partner of the Premier League, extending the message of moderation and safety to match-going fans.

Leadership Reactions: Strengthening Global Fan Culture

Juliet Slot, Arsenal’s Chief Commercial Officer, shared:

“Guinness is a brand that resonates with fans around the world. We’re proud to welcome them into the Arsenal family. Matchdays are about rituals and connection, and Guinness will now be a key part of the supporter experience both inside the Emirates and globally.”

Somnath Dasgupta, Global Sports Partnerships Director at Guinness, added:

“Partnering with Arsenal – one of the most iconic clubs in football – gives us an incredible opportunity to connect with millions of fans. Whether at the stadium or watching from a local pub, we aim to be part of unforgettable moments, bringing fans together over a pint of Guinness or Guinness 0.0.”

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