Guinness is kicking off the largest global campaign in its history to mark its debut as the official beer and non-alcoholic beer partner of the Premier League.
In June, the Diageo-owned brand announced a four-year deal with England’s Premier League, after beating Heineken in a multimillion-pound bidding war to replace Budweiser as the official beer partner. It is Guinness’s first global partnership in soccer.
The campaign, created by the brand’s longtime agency AMV BBDO, launches a new platform called “Lovely Game for a Guinness.”
Because the Premier League is the biggest soccer league in the world, broadcasting games in 920 million homes across 189 countries, Guinness needed “a platform that is truly global in nature,” Somnath Dasgupta, global marketing director for sports partnerships, told ADWEEK.