Premier League

GUINNESS MAKES ITS PREMIER LEAGUE DEBUT WITH BIGGEST-EVER GLOBAL CAMPAIGN THAT CELEBRATES OUR LOVE FOR THE BEAUTIFUL GAME

Ahead of the opening fixtures, Guinness is unveiling four new global adverts which bring the partnership to life and showcase the vibrant connections between fans of the beautiful game, and the beautiful beer.

Premier League legend, Alan Shearer, teams up with Guinness to reveal an iconic line-up of 20 Guinness tankers, wearing the colours of each Premier League club, departing Dublin to deliver the perfect pints of Guinness to fans for the first match.

As millions of fans eagerly anticipate the opening weekend of the 2024/25 season, Guinness is launching 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’ 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.

Eriskay (launching today in Great Britain and across Ireland): Set on an island where 10% of the population play for the only football team on the island, we celebrate how the passion for the game and the Guinness brand reaches and brings together the most remote communities.

Rooftop (launching globally in the coming weeks): Illuminates how the love for the game, shared by a group of shopping mall colleagues never stops, even whilst the rest of the city sleeps in Seoul.

Brothers (re-launching today across Africa): Captures the infectious shared passion of two brothers - Miracle and Abidemi – who are bringing their community together again to watch matches socially in a Nigerian viewing centre.

Replay (launching later this month across Asia): Reveals the excruciating and relatable moments of weekly drama for Premier League fans in Korea, trying to dodge spoiler alerts on TV, radio, social media and even from innocent bystanders in the street.

With today marking the first match of the most-watched football league on the planet where games are broadcast into 920 million homes in 189 countries[1], Eriskay will debut in Great Britain & 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[2], Guinness will be supporting pubs and retail outlets to help create fun and engaging fan experiences.