Guinness, the iconic beer brand, is launching a monumental campaign to celebrate its newly secured role as the official beer and non-alcoholic beer sponsor of the Premier League.
This ambitious initiative, crafted by the creative minds at London-based AMV BBDO, is set to captivate football fans worldwide with a series of global adverts and activations.
A Global Celebration of Football and Beer
The campaign, which marks the beginning of the Premier League season, is spearheaded by four global advertisements that capture the essence of football’s unifying power.
The inaugural spot, titled “Eriskay,” will debut tonight, coinciding with the season’s opening match between Manchester United and Fulham. The ad celebrates the way football—and Guinness—brings people together, no matter where they are in the world.
In addition to the global adverts, the campaign will feature out-of-home activities, pub and retail activations, and the sponsorship of the Premier League’s “Goal of the Month” competition.
These efforts aim to further solidify Guinness’ presence in the football community, creating new rituals and traditions around the beautiful game.
Alan Shearer and the Guinness Fleet
As part of the campaign’s grand launch, Premier League legend and all-time top scorer Alan Shearer will unveil a fleet of customized Guinness tankers, each representing one of the league’s 20 clubs.
This symbolic gesture underscores Guinness’ commitment to the Premier League and its fans, celebrating the global passion for football.
“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,” said Stephen O’Kelly, Guinness’ global brand director.
“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.”
Tapping into Global Football Culture
To highlight the Premier League’s vast and passionate global following, Guinness will release three additional spots that showcase the league’s influence in different regions.
“Brothers,” set in Nigeria, and “Rooftop” and “Replay,” both set in South Korea, will celebrate the diverse ways fans around the world engage with football.
AMV BBDO’s chief creative officers, Nicholas Hulley and Nadja Lossgott, expressed their excitement about the campaign: “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 brings us together quite like Guinness and the Premier League.”
A New Era for Guinness and the Premier League
This campaign marks a new chapter for Guinness as it deepens its connection with football fans around the globe.
By leveraging the universal appeal of the Premier League, Guinness is not only celebrating the sport but also positioning itself as an integral part of the football experience.
As the season unfolds, fans can look forward to more imaginative stories and experiences that blend the worlds of football and beer in ways only Guinness can deliver.
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