In a groundbreaking announcement, Guinness revealed a landmark partnership with the Premier League, marking its first global football collaboration.

This landmark four-year deal, commencing with the 2024/25 season, establishes Guinness as the Official Beer of the Premier League and Guinness 0.0 as the Official Non-Alcoholic Beer of the Premier League.

Additionally, Guinness will assume the role of Official Responsible Drinking Partner, leveraging its global platform to promote responsible drinking throughout the season.

The partnership aims to enhance fan engagement through Guinness' distinctive marketing strategies, creative advertising, and expertise in activating world-class sports sponsorships.

The collaboration seeks to support and uplift the football community both on and off the pitch, fostering new connections between Guinness consumers and ardent Premier League fans worldwide.

Guinness' association with the Premier League, the most-watched football league globally, broadcasting into 900 million homes across 189 countries, promises to unite the allure of football with the charm of the iconic pint.

In August, Guinness will unveil a new campaign platform, allowing fans to experience the synergy of Guinness and the Premier League on match days in pubs and retail outlets worldwide.

John Kennedy, President Europe at Diageo, expressed his enthusiasm, stating, “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.”

Stephen O’Kelly, Global Brand Director at Guinness, echoed Kennedy's statement saying, "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."

The announcement coincides with a robust performance for Guinness, with a 14per cent increase in worldwide sales for the Diageo-owned stout in the first half of the year.

This collaboration is poised to further elevate Guinness' brand presence, tapping into the fervent global fanbase of the Premier League.

Will Brass, Chief Commercial Officer of the Premier League, welcomed the partnership.

“We are delighted to partner with Guinness, the world’s leading stout, whose team have consistently demonstrated world-class creativity, innovation and community storytelling through its marketing in sports and more broadly," Brass stated.

"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."

This strategic alliance promises to create memorable experiences for football fans, blending the passion for the game with the enjoyment of a beloved beverage, as Guinness and the Premier League embark on this exciting new chapter together.