Guinness launches its largest campaign as official Premier League beer
Guinness is looking to activate its partnership as the official beer and non-alcoholic beer in more than 70 countries
Print28 August 2024
Guinness recently launched its largest global campaign to date, marking its debut as the Official Beer and Official Non-Alcoholic Beer of the Premier League.
The launch followed another successful year for the iconic black pint, which has achieved double-digit growth for the seventh consecutive half-year.
The campaign features 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 creative advertising and activating sponsorships that reveal authentic stories between athletes, fans, and grassroots communities.
Guinness will look to activate its partnership with the Premier League in more than 70 countries.
From midweek routines to matchday rituals, these four films for TV and social media symbolise how shared passion and love for football reaches all corners of the world.
- Eriskay: 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: 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: 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: 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.
Eriskay debuted in Great Britain & Ireland during Sky Sports’ live coverage of the Premier League’s opening game.
“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, Guinness.
Alan Shearer, Premier League legend, said: “No matter where you are in the world, Guinness and the Premier League 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.”
Guinness will be using its global rights to promote and encourage responsible drinking during the season.
Read more: Guinness 0.0 surges 48% in response to growing demand
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