With the 2024/25 English premier League season only hours away, Guinness is launching its largest global campaign to date, marking its debut as the Official Beer and Official Non-Alcoholic Beer of the League.
The campaign will feature four new adverts, global out-of-home advertising, ‘Lovely Game for a Guinness’ creative in pubs and retail outlets, sponsorship of the Premier League’s Goal of the Month award, and a fleet of 20 tankers “bringing the beautiful beer to the beautiful game.”
Premier League legend and top goal scorer, Alan Shearer, teamed up with Guinness to unveil the fleet of customised Guinness tankers representing all 20 Premier League clubs, which left the St. James’s Gate Brewery in Dublin to deliver Guinness and Guinness 0.0 to pubs ahead of the opening weekend.
Guinness has a long history of world class creative advertising and activating sponsorships that reveal authentic stories between athletes, fans and grassroots communities.
Guinness will look to activate the new partnership with the Premier League in over 70 countries, creating experiences that put passionate fans, culture, and the occasion of enjoying a Guinness at the heart of the action.
From midweek routines to matchday rituals, the four films for TV and social media symbolise how a shared passion and love for football reaches all corners of the world, even islands as remote as Eriskay in the Outer Hebrides.
The other three ads targeting Asia, Africa and the global market will be featured on Sport for Business as they are revealed over the coming weeks.
The Premier League is broadcast into 920 million homes in 189 countries.
“The Premier League isn’t just football, it’s a global occasion,” said Stephen O’Kelly, Global Brand Director, Guinness.
“Millions of fans come together every week in stadiums, pubs and homes, united by their love of the game.”
“For Guinness, it’s an amazing opportunity to continue the success of the Guinness brand globally and become part of new rituals and existing traditions worldwide, by creating imaginative stories and experiences that tap into the passions and connections between the beautiful game, and the beautiful beer.”
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