Diageo has kicked off Guinness’ second year as the “official beer and non-alcoholic beer” of the English Premier League with a global marketing push.
The ‘Lovely Day for a Guinness’ activation has launched today (15 August) to coincide with the opening weekend of the 2025/26 season, and features fans from all 20 Premier League clubs. An advert for Guinness 0.0 (below) will debut in the UK during Sky Sports’ live coverage today of Liverpool FC vs. AFC Bournemouth, and NBC in the US.
The spot will be featured during around 215 live games in total on Sky Sports this season and will air weekly on NBC with approximately 200 appearances scheduled to run between now and May. Also in the US, Guinness is launching ‘Hope’, a social film narrated by ex-footballer and broadcaster Gary Neville.
Diageo has expanded the stout brand’s football footprint this year with new club-specific partnerships with Arsenal, Aston Villa and Newcastle United.
Guinness took over as the “official beer” of the season-long soccer competition last year from AB InBev’s Budweiser, which had held the moniker since 2019.
Earlier this month, Diageo increased the target of its current cost-saving initiative by a further 25% but stopped short of detailing how many jobs will be cut.
