By Andy Marston, Sports Pundit
Guinness has added Arsenal, Aston Villa, and Newcastle United to its growing Premier League roster, deepening its football presence and expanding its ability to activate globally.
These club deals build on Guinness’ £40m Premier League partnership, launched last year and now active in 88 countries, a milestone highlighted by Paddy Carberry on the Sports Pundit Podcast.
Guinness and Guinness 0.0 will now be served at Emirates Stadium, Villa Park, and St. James’ Park. The deals also include match-day visibility, digital campaigns, and a strong focus on fan rituals and responsible drinking.
Arsenal’s launch took place in Singapore, Newcastle’s included support for the club’s tour in South Korea, and the Premier League hosted a Guinness Open Gate takeover in Chicago during their Summer Series.
Why It Matters:
For Guinness, the Premier League offers both global reach and week-in, week-out relevance, a rare mix of frequency and scale that few properties can match, something Carberry has previously alluded to.
While the league delivers broad awareness, these club deals now bring the brand closer to local fan rituals, from the matchday pint to the post-win celebration.
It’s a layered model increasingly seen in other sports, from Formula 1 (see: Santander) to SailGP (see: Emirates, Mubadala, Accor), where brands start at league level and move into team partnerships, or vice versa, to unlock deeper storytelling and access.
For Guinness, that means showing up everywhere fans are: at the bar, in the stands, or at supporter events in Chicago, Seoul, and Singapore.
Carberry describes this approach, blending cultural nuance and local soul, under the mantra of being “a global brand with a local heartbeat.”
Additionally, these club deals also enable Guinness a credible entry into the
women’s game. As we’ve already seen in rugby, where Guinness is the title partner of both the Men’s and Women’s Six Nations, the brand has put accessibility and inclusivity at the forefront of its partnership strategy (See: rugby boot collaboration with IDA Sports). As such, it’s worth also watching this space to see how Guinness decides to show up in women’s football in a meaningful way.
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