Global beer brand Guinness has unveiled its inaugural football partnership with the Premier League, announcing a four-year agreement starting the 2024/25 season. This deal, whose value was not disclosed, will designate Guinness as the Official Beer of the Premier League and Guinness 0.0 as the Official Non-Alcoholic Beer.

"I’m particularly excited for the brand to build on the impressive growth that Guinness 0.0 has seen since its launch, and using our status as the Official Non-Alcoholic Beer of the Premier League to lay the foundations for further global roll-out around the world,” noted John Kennedy, President Europe, Diageo, in a statement.

Alcoholic beverages giant Diageo said this plan will see Guinness leverage its global reach to promote responsible drinking throughout the season. Guinness expects to deploy its marketing strategies, creative advertising, and sports sponsorships to help enhance fan experiences while supporting and uplifting the football community.

With broadcasts reaching 900 million homes across 189 countries, the Premier League offers a unique marketing platform for Guinness. In the first six months of the current fiscal year, the Diageo-owned brand experienced a 14 percent jump in sales.

Will Brass, Chief Commercial Officer, of the Premier League said, “We are looking forward to sharing a long-term relationship that will enhance the Premier League football viewing occasion in pubs, bars, and homes around the world, and bring to life the magic for which the Premier League is famous.”

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