- Guinness has launched a global campaign to celebrate its partnership as the official beer of the Premier League, in both alcoholic and non-alcoholic versions.
- The campaign includes four commercials designed for different regions of the world.
- The global strategy will be rolled out across more than 70 countries and includes advertising, point-of-sale activations and interactive fan experiences.
In an effort to further strengthen its brand image globally, Guinness has launched an ambitious campaign to celebrate its partnership with the Premier League as the official beer, both in alcoholic and non-alcoholic versions.
This collaboration marks a new chapter for the iconic brand, traditionally associated with rugby, as it enters the world of football, the most popular and followed sport worldwide.
The Guinness campaign, which launches this Friday, August 16, includes four commercialseach designed for different regions of the world.
Two of these spots, “Eriskay” and “Brothers,” are already airing, while two others, “Rooftop” and “Replay,” will be released in the coming weeks.
These pieces speak to the connection between football and community, capturing the spirit of celebration and belonging that defines both the fans and the brand.
Guinness Premier League 2024/2025 Ads
“Eriskay” transports viewers to a small island in Scotland where football is an integral part of daily life, with 10% of the population playing for the only local team.
This ad shows how a passion for sport brings communities together, even in the most remote places.
On the other hand, “Brothers” takes us to Nigeria, where two brothers, one of them blind, share their love for football by “feeling” the game together, showing that the connection with sport transcends physical barriers.
These charming and authentic ads are part of a broader global strategy that Guinness will roll out across more than 70 countries.
The campaign includes not only traditional media advertising, but also a series of point-of-sale activations and interactive fan experiences.
One of the most notable initiatives is the collaboration with Alan Shearer, the all-time leading scorer in the Premier League, who unveiled a fleet of customised tanker trucks in the colours of the league’s 20 teams.
Departing from the iconic St. James’ Gate Brewery in Dublin, the trucks will deliver Guinness and Guinness 0.0 to pubs across England, starting with the 2024/2025 season.
“Lovely Game for a Guinness”
The campaign also includes the “Lovely Game for a Guinness” creative, which will appear in pubs and retail outlets around the world, as well as sponsorship of the Premier League Goal of the Month award.
Guinness global brand director Stephen O’Kelly said the Premier League is not just a sport but a “global occasion” that brings millions of fans together in stadiums, pubs and homes every week.
For Guinness, this partnership represents a unique opportunity to connect with new
The Premier League and its global expansion
Since its creation in 1992, the Premier League has been developing a marketing strategy that has gradually positioned it as one of the most powerful and profitable sports leagues in the world.
It was no coincidence: it is the result of meticulous planning and strategic alliances with global brands.
Over the years, the league has benefited from sponsorships that have not only provided financial resources but have also helped expand its international presence.
The Premier League’s focus on internationalisation was key to its expansion.
The league has been working for years to position its brand in markets such as Asia, Africa and Latin America, regions where football has a very strong fan base.
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