UK | Guinness has made its Premier League debut with its biggest campaign to date, sharing its love for fan's favourite game.
As millions of fans eagerly anticipate the opening weekend of the 2024 and 2025 season, Guinness will launch its largest global campaign to date, marking its debut as the Official Beer and Official Non-Alcoholic Beer of the Premier League.
The launch follows another successful year for the iconic black pint, which has achieved double-digit growth for the seventh consecutive half-year.
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 a 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 grass roots communities. As two global brands, enjoyed by millions of people all over the world, Guinness will look to activate its 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, these four films for TV and social media symbolise how our shared passion and love for football reaches all corners of the world, even islands as remote as Eriskay in the Outer Hebrides.
With the first match of the most-watched football league on the planet where games are broadcast into 920 million homes in 189 countries, Eriskay will debut in Great Britain and Ireland during Sky Sports’ live coverage of the Premier League’s opening game. With two in five Guinness consumers visiting the On Trade to watch live sport, Guinness will be supporting pubs and retail outlets to help create fun and engaging fan experiences.
“The Premier League isn't just football, it's a global occasion. Millions of fans come together every week in stadiums, pubs and homes, united by their love of the game,” said Stephen O’Kelly, Global Brand Director.
“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.”
Alan Shearer said that no matter where in the world, both are two iconic global brands that bring fans together.
“From the roars of St. James’ Park echoing in bars in New York, to the tension of an injury time penalty at Old Trafford being felt in living rooms in Lagos, there will be supporters all over the world enjoying matchdays this season with a Guinness.”
As the Official Responsible Drinking partner to the Premier League, this has also marked an exciting time for Guinness 0.0, which has just doubled its sales in Europe. The brand will use its global rights to promote and encourage responsible drinking during the season.
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