Guinness has confirmed its first ever global partnership with the Premier League as it becomes the official beer of the Premier League for the 2024/25 season.

Guiness 0.0 will also be the official non-alcoholic beer of the league,  which sees games broadcast into 900 million homes across 189 countries globally.

It follows on from a successful half year for the business, which has seen sales grow 14% worldwide.

In August the brand will launch a new campaign platform via which fans will be able to experience Guinness and the Premier League together on match days across pubs and retail outlets globally.

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing campaigns sent straight to your inbox each morning

“The Premier League is the world’s most popular football league, providing an amazing opportunity to continue the success of the Guinness brand globally and connect with new communities around the football occasion,” said Diageo Europe president John Kennedy.

Guinness global brand director Stephen O’Kelly added: “This partnership brings together two iconic global brands that are loved by communities all over the world, and we can’t wait to bring beautiful pints to the beautiful game.”

The Premier League chief commercial officer Will Brass added: “We are delighted to partner with Guinness, the world’s leading stout, whose team have consistently demonstrated world- class creativity, innovation and community storytelling through its marketing in sports and more broadly.”

“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.”