As one other soccer season kicks off, Guinness desires to be there for followers for each quirky sport day ritual, crushing disappointment, and euphoric excessive.
The Diageo stout model is marking its second 12 months as a sponsor of England’s Premier League, the world’s largest soccer league, with a community-driven sports activities marketing campaign. “Beautiful Day for a Guinness,” created by AMV BBDO, launches at present through the season-opening sport between Liverpool FC and AFC Bournemouth.
Final 12 months, Guinness introduced a four-year deal because the official beer and non-alcoholic beer of the Premier League, changing Budweiser. That is its first international partnership in soccer.
The brand new marketing campaign will run throughout a minimum of 215 stay video games on NBC within the U.S. and Sky Sports activities within the U.Ok. all through this season.
A 90-second advert and a collection of shorter spots seize intimate, passionate, and typically uncommon traditions of actual followers from all 20 Premier League golf equipment. Within the U.S., the social movie “Hope” is narrated by soccer legend and broadcaster Gary Neville, expressing followers’ anticipation firstly of a season. The soundtrack is “All My Pals” by digital music producer Barry Can’t Swim.
“We needed to point out soccer tradition because it actually is: unfiltered, emotional, and grounded within the fact. These aren’t actors pretending to be followers, they’re the actual individuals who actually present their love for his or her staff week in, week out,” AMV BBDO creatives Will Brookwell and Louis Prenaud instructed ADWEEK by way of e-mail. “We predict you may really feel that within the movies and it’s that energy that may assist this work journey throughout completely different platforms and markets world wide.”
For this season, Guinness added new partnerships with golf equipment together with Arsenal, Aston Villa, and Newcastle United. The beverage shall be bought at every of the membership’s stadiums on match days.
Final 12 months, Guinness activated its inaugural Premier League marketing campaign in 80 international locations. It grew to become the primary beer in soccer events in Nice Britain, in keeping with Alcovision knowledge from March 2025.
“Our first season as Official Beer and Non-Alcoholic Beer of the Premier League has been a galvanizing platform for the model world wide,” Somnath Dasgupta, international advertising and marketing director of Guinness, stated in a press release. “The Premier League has enabled Guinness to grow to be a part of rituals, traditions, and moments of belonging that enrich the soccer viewing event.”
Since Guinness has been targeted on widening its shopper base, together with amongst soccer followers, it’s outpacing progress at its proprietor. The model noticed double-digit progress for the fiscal 12 months 2025, whereas Diageo’s natural web gross sales elevated by 1.7%.
Guinness added greater than 3.8 million new drinkers since 2019, and its Guinness 0.0 beverage is now Nice Britain’s number-one non-alcoholic beer, in keeping with Diageo’s annual report.
