In its debut season as The Official Beer of the Premier League, Guinness’s sponsorship went beyond pure brand awareness to set new global marketing benchmarks and invigorate commercial relationships.
For decades, Guinness has used the power of sport to become the most recognised brand in rugby, but 2024 was a watershed moment. Guinness sensed a once-in-a-generation opportunity to galvanise all markets behind one mission to become the most loved & consumed beer in sport. The Premier League was a landmark partnership that could capture attention on an unprecedented scale and create a stage to accelerate penetration, turbo-charge reach, recruitment and engagement with customers & consumers beyond core heartlands.
Announced in May 2024, in just 100 days Guinness conceived and executed it’s biggest-ever global campaign as fans eagerly anticipated kick-off. Spearheaded by four distinctive TV spots, symbolising shared passions and love for football reaching all corners of the world – from Eriskay in the Outer Hebrides to Seoul, Korea – and a fleet of customised Guinness tankers representing all 20 Premier League clubs, Guinness activated its partnership with the Premier League in 80+ countries, and unlocked extraordinary commercial value to become the most consumed beer in the football viewing occasion in GB & Ireland in only its first season. From unmissable media and on-trade activations to distinctive cultural collaborations and fan-first content, the iconic Irish stout utilised its core rights to create experiences that put passionate fans, culture, and the occasion of enjoying a Guinness at the heart of the action.
