Guinness has unveiled a new global marketing campaign for Guinness Foreign Extra Stout as part of its partnership with the Premier League, celebrating the passion of football supporters following the competition from across the world.
The campaign, titled ‘Guinness Extra’, aims to deepen recognition of Guinness as the Official Beer of the Premier League across key international markets including Africa and Asia. It focuses on fans who support their clubs from thousands of miles away, highlighting the rituals, communities and shared experiences that surround matchday.
Inspired by the intensity with which supporters follow the league beyond the UK, the campaign positions fandom as something built through connection and tradition rather than geography. Guinness says the initiative reflects how matchdays bring fans together around the world, reinforcing the sense of belonging associated with the league.
The creative concept draws on the heritage of Guinness Foreign Extra Stout, which was originally brewed with additional hops and a higher gravity than Guinness Draught to help preserve the beer during long sea voyages. In the same spirit, the campaign highlights supporters who demonstrate “extra” dedication through their rituals, creativity and commitment to their clubs.
Developed in partnership with VML UK, the campaign launches with two documentary-style films directed by Arthur Neumeier and set in Kenya and Indonesia. Shot using a mix of 16mm analogue film and digital footage, the films capture local matchday traditions including customised football kits, neighbourhood viewing gatherings and football-inspired hairstyles.
“The best way to tell this story was to let fans lead it,” said Somnath Dasgupta, Global Marketing Director for Guinness.
“Football fandom gives people a space to really belong and that feeling is built as much in the shared emotions and rituals around matchday as it is in the game itself. With ‘Guinness Extra’, we’re boldly elevating the fan experience by putting real Premier League supporters at the centre of the story, in a way that reflects the same ‘Extra’ character Foreign Extra Stout is known for.”
Will Brass, Chief Commercial Officer at the Premier League, said the campaign reflects the scale of the competition’s global audience.
“Guinness continues to be a key partner in helping us celebrate the Premier League’s truly global fanbase. The competition may be played in the UK, but it’s enjoyed everywhere, followed in homes, venues and communities all over the world.
“These films brilliantly illustrate the passion and rituals that connect Premier League fans across continents, and tell the story of the supporters who go the extra mile for their clubs wherever they are.”
Guinness is now in its second season as both the Official Beer and Official Non-Alcoholic Beer of the Premier League. The brand has expanded its football presence through new club partnerships with Arsenal, Aston Villa and Newcastle United.
During its first season as a league partner, Guinness activated the sponsorship across more than 80 countries. The Premier League is currently broadcast into more than 900 million homes in 189 countries.
As the league’s Official Responsible Drinking Partner, Guinness will also use the platform to promote responsible consumption and encourage fans to enjoy Guinness 0.0 as part of matchday occasions.
The ‘Guinness Extra’ campaign is now live across television, social and digital channels, with out-of-home activations planned in selected markets.
Image Credit: Guinness
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