England: Guinness (beer) official partner of the Premier League for 4 seasons (2024-2028)

Guinness, an Irish beer brand owned by the British group Diageo, has entered into its first-ever global partnership in football" and become an official partner of the Premier League for four seasons, i.e. over the 2024-2028 cycle, announced the governing body on 12/06/2024.

Guinness succeeds Budweiser, an American beer brand belonging to the Belgian brewing company AB InBev, partner of the Premier League since 2019-20.

As part of the agreement, the brand will have the status of "official beer of the Premier League" and will also promote its Guinness 0.0 brand as the "official non-alcoholic beer" of the English league. The group, which will launch a dedicated platform for the partnership in August 2024, "will be using global rights to promote and encourage responsible drinking during the season," said the English League.

While this is the brand's first major agreement in football, it is already present in rugby as title sponsor of the men's (since 2019) and women's (since 2024) 6 Nations tournaments, for a total of £15m (€17.5m) a year, as well as a partner of the English, Scottish…