UK – Guinness, the iconic beer brand owned by Diageo, has announced a landmark four-year global partnership with the English Premier League (EPL).  

Starting with the 2024/25 season, Guinness will become the Official Beer of the Premier League, with Guinness 0.0 being the Official Non-Alcoholic Beer.

This agreement also designates Guinness as the Official Responsible Drinking Partner of the EPL. 

The partnership will leverage Guinness’s distinctive marketing and creative advertising expertise to create engaging fan experiences.  

According to Diageo, the collaboration aims to support and uplift the football community both on and off the pitch, fostering new connections between Guinness consumers and passionate Premier League fans worldwide. 

The Premier League is the most watched football league globally, broadcast into 900 million homes across 189 countries. This partnership will blend the love for the game with the enjoyment of a Guinness pint.  

In August, Guinness will launch a new campaign platform, allowing fans to experience the synergy of Guinness and Premier League match days across pubs and retail outlets globally. 

Stephen O’Kelly, Global Brand Director for Guinness, expressed excitement about the partnership, stating, “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.” 

“We are delighted to partner with Guinness, the world’s leading stout, whose team has 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,” added Will Brass, Chief Commercial Officer of the Premier League. 

The announcement follows a successful first half of the year for Guinness, with Diageo reporting a 14 percent increase in sales of the stout worldwide.  

This surge in popularity further underscores the brand’s robust market presence and its alignment with global sports. 

In a related development, Diageo recently announced a significant investment of over €100 million to decarbonize its historic St. James’s Gate site in Dublin, where Guinness has been brewed for 264 years.  

This investment aims to accelerate the site’s journey to net zero carbon emissions, transforming its energy and water consumption to become one of the most efficient breweries in the world by 2030. 

The decarbonization plan will enable St. James’s Gate to phase out fossil fuels in its direct brewing operations, reducing Scope 1+2 greenhouse gas emissions by over 90 percent in accordance with the Science Based Target initiative’s definition of net zero. 

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