Guinness Scores in Soccer: Sponsorships, Strategy & the 0.0 Revolution
- Bristol, UK – Guinness is deepening its commitment to sports sponsorship, extending its reach beyond its traditional rugby roots and making significant inroads into the world of football.
- The move follows a landmark June 2024 agreement, valued at approximately £52 million over four years, that established Guinness as the official beer and official non-alcoholic beer of...
- While Guinness has a storied history with rugby, dating back to 2007 with the Six Nations tournament, the shift towards football represents a strategic pivot towards a sport...
Bristol, UK – Guinness is deepening its commitment to sports sponsorship, extending its reach beyond its traditional rugby roots and making significant inroads into the world of football. The brand’s recent partnership with Bristol City Women, featuring the Guinness 0.0 logo on the team’s shirts, is the latest step in a broader strategy to become the preeminent drink choice during sporting events.
The move follows a landmark agreement, valued at approximately £52 million over four years, that established Guinness as the official beer and official non-alcoholic beer of the Premier League globally. This marked Guinness’s first-ever global football partnership, replacing Budweiser in the role. The partnership aims to leverage Guinness’s marketing expertise and history of successful sports sponsorships to create engaging fan experiences.
While Guinness has a storied history with rugby, dating back to with the Six Nations tournament, the shift towards football represents a strategic pivot towards a sport with a far wider global audience. As Grainne Wafer, Diageo’s Global Category Director, explained, the Premier League reaches an estimated 2 billion viewers worldwide, significantly exceeding the reach of rugby’s core markets.
The decision to feature Guinness 0.0 prominently in these sponsorships reflects a broader trend within the beverage industry, catering to a growing demand for non-alcoholic options. Diageo reported in its financial report that Guinness 0.0 is now the number one non-alcoholic beer in the UK and the fastest-growing in Europe. This aligns with a demographic shift, with Guinness noting increased consumption among younger audiences and women.
Jamie Brooks, Guinness’s sports partnerships lead, emphasized a deliberate approach to selecting partnerships. “It’s very easy to become distracted and get a bit trigger happy,” he said. “When we go into a partnership, we want to make sure that we go in with an intent to really make a difference and invest time, energy, and ultimately money into making a real success of that, rather than spreading ourselves too thin.”
The partnership with Bristol City Women is particularly noteworthy as it coincides with a trial of in-seat alcohol sales at Ashton Gate, the club’s stadium. Guinness is also donating tickets included in its contract to female-owned pubs and bars in Bristol, demonstrating a commitment to supporting local businesses and fostering community engagement.
Guinness’s entry into the football market isn’t simply about brand visibility; it’s about becoming an integral part of the matchday experience. The brand launched its biggest-ever global campaign to coincide with its Premier League partnership, activating the sponsorship in over 80 markets. This included enlisting Premier League legend Alan Shearer to unveil branded tankers for all top-flight teams and hosting viewing parties to connect with fans globally.
The company is also focusing on storytelling, creating short films that celebrate the diverse matchday experiences of fans across the 20 Premier League clubs. This approach aims to build an emotional connection with fans and establish Guinness as a brand that “belongs in football.”
Brooks highlighted the importance of leaving a positive impact on the sport. “When we’re assessing an opportunity, one of the key things that we look for is, is there something that You can do here together that’s going to leave the sport in a better place? What is it that we can activate through the rights that we have that is actually going to make a fan’s day out superior to what it would have been if we weren’t there, or if we were to end the deal for whatever reason? Why would we be missed?”
Despite its growing presence in football, Guinness remains committed to its longstanding partnerships in rugby. Brooks clarified that the move into football is “in no way a reflection on us moving out of rugby,” emphasizing the brand’s continued dedication to the sport. However, he acknowledged the need for careful integration into the football culture, recognizing the differences between the two sports.
Data supports Guinness’s confidence in its ability to connect with football fans. A YouGov survey revealed that 44% of Guinness drinkers identified the Premier League as a top interest, compared to 36% of general beer drinkers. 42% of Premier League fans held a positive impression of the stout, exceeding the positive perception of its competitors.
Guinness’s strategy extends beyond simply capitalizing on existing demand. By promoting Guinness 0.0 and actively engaging with female fans, the brand is broadening its appeal and positioning itself for continued growth in a rapidly evolving sports landscape. The company’s focus on responsible drinking, as the Official Responsible Drinking Partner of the Premier League, further underscores its commitment to a positive and sustainable presence in the sport.