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 yr as a sponsor of England’s Premier League, the world’s largest soccer league, with a community-driven sports activities marketing campaign. “Pretty Day for a Guinness,” created by AMV BBDO, launches right now through the season-opening sport between Liverpool FC and AFC Bournemouth.
Final yr, 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 at the least 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 sequence 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 initially of a season. The soundtrack is “All My Buddies” by digital music producer Barry Can’t Swim.
“We needed to indicate soccer tradition because it actually is: unfiltered, emotional, and grounded within the reality. These aren’t actors pretending to be followers, they’re the true individuals who actually present their love for his or her group week in, week out,” AMV BBDO creatives Will Brookwell and Louis Prenaud advised ADWEEK by way of electronic mail. “We expect you possibly can really feel that within the movies and it’s that energy that may assist this work journey throughout totally different platforms and markets around the globe.”
For this season, Guinness added new partnerships with golf equipment together with Arsenal, Aston Villa, and Newcastle United. The beverage will likely be bought at every of the membership’s stadiums on match days.
Final yr, Guinness activated its inaugural Premier League marketing campaign in 80 international locations. It turned the primary beer in soccer events in Nice Britain, based on Alcovision information 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 around the globe,” Somnath Dasgupta, international advertising and marketing director of Guinness, mentioned 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 centered on widening its shopper base, together with amongst soccer followers, it’s outpacing development at its proprietor. The model noticed double-digit development for the fiscal yr 2025, whereas Diageo’s natural internet 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, based on Diageo’s annual report.
