Guinness and football are already old mates. This year, Guinness is also the Official Beer and Official Non-Alcoholic Beer of the Premier League and the Diageo brand is strengthening the bond with the launch of its largest global campaign to date just ahead of  the opening weekend of the 2024/25 season.

The campaign by AMV BBDO will feature four new adverts, global out-of-home advertising, 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 tankers bringing the beautiful beer to the beautiful game.

Premier League legend and top goal scorer, Alan Shearer, teamed up with Guinness to unveil a fleet of customised Guinness tankers representing all 20 Premier League clubs, which left the St. James’ Gate Brewery in Dublin to deliver Guinness and Guinness 0.0 to pubs ahead of the opening weekend.

Guinness will also look to activate its partnership with the Premier League in over 70 countries, creating experiences that put passionate fans, culture, and the occasion of enjoying a Guinness at the heart of the action.

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

• Eriskay (launching August 16 in Great Britain and across Ireland): Set on an island where 10% of the population play for the only football team on the island, Guinness celebrates how the passion for the game and the Guinness brand reaches and brings together the most remote communities.

• Rooftop (launching globally in the coming weeks): Illuminates how the love for the game, shared by a group of shopping mall colleagues never stops, even while the rest of the city sleeps in Seoul.
• Brothers (re-launching August 16 across Africa): Captures the infectious shared passion of two brothers, Miracle and Abidemi, who are bringing their community together again to watch matches socially in a Nigerian viewing centre.

• Replay (launching later this month across Asia): Reveals the excruciating and relatable moments of weekly drama for Premier League fans in Korea, trying to dodge spoiler alerts on TV, radio, social media and even from innocent bystanders in the street.

August 16 marks the first match of the most-watched football league on the planet where games are broadcast into 920 million homes in 189 countries and the film, Eriskay, will debut in Great Britain & Ireland during Sky Sports’ live coverage of the Premier League’s opening game. With two in five Guinness consumers visiting pubs to watch live sport, Guinness will be supporting pubs and retail outlets to help create fun and engaging fan experiences.

Stephen O’Kelly, global brand director, Guinness, stated, “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.”

Nicholas Hulley & Nadja Lossgott, chief creative officers at AMV BBDO, added, “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.”

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