Diageo has announced that Guinness has tied up its first-ever global football partnership with the Premier League, becoming its responsible drinking partner.

The four-year agreement, beginning with the 2024/25 season, will see the stout become the official beer of the Premier League, while Guinness 0.0 will become the official non-alcoholic beer of the Premier League.

Jameson and EFL join forces with new four-year deal

Guinness will launch a new campaign platform in August, and also has plans to create fan experiences. The Premier League is currently the most watched league in the world, viewed in 900 million homes across 189 countries.

The announcement of the partnership follows a successful first half of the year for Guinness, which has seen sales up by 14% worldwide.

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