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Stephen, this is an incredibly excitement moment for Guinness. Why did Guinness decide to make the Premier League its first-ever global sport partnership?
Great partnerships go beyond visibility and sales. They transcend geographies, languages and communities to bring people together.
The Premier League is more than football, it’s a global occasion. Watched in over 180 countries and enjoyed by millions all year-round. The essence of Guinness truly comes alive in sport, and for the past century we have used the positive forces of sport to build our brand globally.
I couldn’t be more excited about these two iconic global brands with local heartbeats coming together. The beautiful beer meets the beautiful game – both inspire passion and community.
Can you describe the level of scale that the Premier League provides Guinness?
When you imagine the possibilities of a partnership between the world’s most popular league and the world’s most distinctive beer, who are both enjoyed by millions of people all over the world, it really is magic.
The Premier League is broadcast in 189 countries to 920m homes, with an estimated 2.1bn viewers around the world. This partnership opens the doors for Guinness to connect with new consumers around the world.
The team has been hugely busy in preparation for kick-off. Can you tell us what we can expect for the launch?
It’s been a monumental team effort. We are making our Premier League debut with our biggest-ever global campaign that showcases the vibrant connections between fans of the beautiful game, and the beautiful beer. It consists of four new TV ads, global out-of-home advertising, Lovely Game for a Guinness creative in pubs and retail outlets, and a special fleet of 20 tankers ‘wearing’ Premier League kits to deliver Guinness and Guinness 0.0 to pubs ahead of the opening weekend and beyond. We were delighted to work with record Premier League goalscorer and former England captain Alan Shearer on this activity (see picture below) and many might have seen him on our advertising ahead of the opening weekend. We’ve really pushed ourselves and this is just the start – watch this space!
Guinness is a global brand synonymous with story-telling. What is the idea behind the campaign?
To stand out we knew we had to do something different, and uniquely Guinness. Pelé popularised and embodied the idea of football as “jogo bonito” or “the beautiful game”. Not only did this refer to the skill, speed and imagination of certain players, but also the passion it ignites from all walks of life.
Inspired by this we created an exciting collection of four global fan stories, which travel beyond the expected geographies of the Premier League to land our global perspective on the relationship between two global icons with local heartbeats. With matches played, games watched, and pints of Guinness and Guinness 0.0 enjoyed together, everyone is united.
The stories take us from the remote Outer Hebrides, to a Nigerian viewing centre, via a rooftop in Seoul. No matter where you are in the world, our campaign celebrates the magic of Guinness and the Premier League together, illuminating the shared sense of belonging that’s just as strong in a Premier League stadium as it is in a Korean after-hours bar.
As well as being the Official Beer of the Premier League, Guinness 0.0 is also the Official Non-Alcoholic Beer of the Premier League. What can this partnership do for the growth of 0.0 around the world?
I’m particularly excited about the opportunity for the Premier League to help lay the foundations for the global roll out of Guinness 0.0. Our campaign launch marks an exciting time for Guinness 0.0, which is now the number one selling off-trade non-alcohol brand in Great Britain and has just doubled its sales in Europe.
As the Official Non-Alcoholic Beer of the Premier League and Official Responsible Drinking Partner of the Premier League, we’ll be finding opportunities both in-ground and on broadcast to encourage responsible drinking throughout the football season.
Our debut Premier League TV ad for Great Britain & Ireland, Eriskay, celebrates how the love of the game and beautiful pints of Guinness 0.0 brings a football community together in the Outer Hebrides in Scotland, where 10% of the population play for the only team on the island. We are committed to opening up new, creative ways to promote and encourage moderation.
You have worked on some of Diageo’s most impactful marketing and partnerships campaigns over the years – where does this rank?
Very highly! This is a very exciting moment in the enduring story of our beautiful beer, and to continue the legacy and spirit of Arthur Guinness is something I’m really excited about.
It’s been a real career highlight to see a project of this magnitude develop from an inception to launch. Seeing the creativity, strategy and human connection come together, working alongside some of the brightest minds in marketing, within Diageo, with The Premier League and our agency partners has been a real privilege. I hope we have all gained from our experience in turning this from conversation into reality – I know that I certainly have!
These opening games, months and our first season as a Premier League partner is very exciting for everyone in Diageo. But what are the long-term aims for this partnership? How do you see it evolving?
This is just the start of what I believe will be a transformational relationship for the brand with the Premier League. We have this story, this energy, and unique way of looking at things that we've been nurturing for over 260 years, and this is just the next bold chapter in beautiful Guinness, travelling everywhere.
The brand is experiencing unprecedented cultural momentum, and right now, with this partnership, we get to create even more magical moments and connections with our consumers and passionate football fans on a global scale. We're putting our heart and soul out there and it's incredibly exciting.