Guinness sponsors Premier League with ‘largest global campaign to date’

Guinness has launched what it claims to be its largest global campaign to date to promote its sponsorship of the 2024-25 Premier League season.

Created by Abbott Mead Vickers BBDO, the campaign marks the brand’s debut as the Official Beer and Official Non-Alcoholic Beer of the Premier League.

The sponsorship includes four ads, global out of home, “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 customised delivery tankers.

The four films for TV and social media illustrate how the shared passion for football reaches all corners of the world, even islands as remote as Eriskay in the Outer Hebrides.

“Eriskay” is launching in Great Britain and across Ireland and shows an island where 10% of the population play for its only football team.

The 60-second film promotes Guinness 0.0 and features a football match taking place on the island, demonstrating how it brings the community together.

It was directed by Steve Ayson through MJZ and LS Productions, and created by Tim Riley and Scott Kelly.

Launching in more than 70 countries, the campaign also includes “Rooftop”, “Brothers” and “Replay”.

“Rooftop” launches globally in the coming weeks and follows a group of shopping mall workers in Seoul.

“Brothers” is re-launching today (16 August) across Africa and captures a shared passion of two brothers, Miracle and Abidemi.

“Replay”, which will debut later this month across Asia, explores the excruciating and relatable moments of weekly drama for Premier League fans in Korea, who try to dodge spoiler alerts on TV, radio, social media and from innocent bystanders in the street.

Media planning and buying was handled by PHD.

Nicholas Hulley and Nadja Lossgott, chief creative officers at AMV BBDO, said: “Whether we’re fishing footballs out of the sea off the island of Eriskay, or playing football on the roof of a Korean shopping mall, it has been a wonderful and busy time bringing to life this very human, very Guinness body of work that shows that nothing bring us together quite like Guinness and the Premier League.”

Stephen O’Kelly, global brand director at Guinness, added: “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. 

“For Guinness, it’s an amazing opportunity to continue the success of the Guinness brand globally and become part of new rituals and existing traditions worldwide by creating imaginative stories and experiences that tap into the passions and connections between the beautiful game and the beautiful beer.”

Football pundit and record England goalscorer Alan Shearer also teamed up with Guinness to unveil some customised Guinness tankers representing all 20 Premier League clubs.

They left the St James’ Gate Brewery in Dublin to deliver Guinness and Guinness 0.0 to pubs ahead of the opening weekend.

Shearer said: “No matter where you are in the world, Guinness and the Premier League are two iconic global brands that bring fans together. There will be supporters all over the world enjoying match days this season with a Guinness.”

In June, Campaign spoke to Gráinne Wafer, global director of beer, Baileys and Smirnoff at Diageo, about the brand's focus on social media and the role it has played in the business recording 14% growth in its interim results for 2023.