15.08.2025 13:06:24

Newcastle United and Guinness Announce Multi-Year Global Partnership

Newcastle upon Tyne, UK – August 2025 – Newcastle United Football Club has signed a multi-year global sponsorship deal with Guinness, making the world-famous Irish stout an Official Club Partner. The collaboration will see Guinness and its alcohol-free variant, Guinness 0.0, served throughout St. James’ Park, including stadium concourses and hospitality suites.

One city. Two Icons 🖤🤍

We are proud to announce a partnership with Guinness – now serving at St James’ Park.

18+ | Drink Responsibly
— Newcastle United (@NUFC) August 14, 2025

Guinness Joins the Toon Army Experience

The partnership began with Guinness supporting Newcastle United’s exclusive fan event in South Korea during the club’s pre-season Asia tour. More than 250 fans joined players and club legends for an afternoon of live entertainment, prize giveaways, and pints of Guinness — celebrating the club’s global community spirit and connection with supporters both at home and abroad.

Executive Reactions

“Newcastle United and Guinness are two globally recognised brands that were destined to come together,” said Peter Silverstone, Chief Commercial Officer at Newcastle United. “Guinness joins us at an incredibly exciting time, with our global TV audience up 66% since the 2021/22 season – the second-fastest growth among Europe’s top clubs – and last season we were the Premier League’s fastest-growing club on social media. Together, we can deliver unforgettable experiences for fans worldwide.”

“Newcastle United is a famous one-city club with a fanbase that reaches across continents,” added Somnath Dasgupta, Marketing Director Global Sports Partnerships at Guinness. “The atmosphere at St. James’ Park is legendary, and we’re delighted Guinness and Guinness 0.0 will be part of that matchday experience from the very start of the season. This partnership allows us to deepen our presence in football and create new traditions with the Geordie faithful worldwide.”

Responsible Drinking and Sustainability Initiatives

As the Official Beer and Official Responsible Drinking Partner of the Premier League, Guinness will use its global rights to promote responsible consumption across its campaigns with Newcastle United. Both parties are also committed to environmental responsibility, launching a stadium-wide recycling programme at St. James’ Park to improve sustainability on matchdays.

Marketing Activations and Global Reach

The deal gives Guinness a powerful platform to engage with Newcastle’s rapidly expanding global fanbase through matchday activations, social media campaigns, international events, and hospitality experiences. With Newcastle United’s record-breaking growth in both broadcast audiences and digital followers, the collaboration offers Guinness an opportunity to strengthen its connection with football fans around the world.

Stay updated with the latest sponsorship news. Follow SponsorsGo on social media: