‘Global brand, local heartbeat’: Guinness on why its Premier League tie-up will deliver ‘tangible growth’
Claiming to have “crushed” traditional thinking around creating content, Guinness wants to nurture a long-term relationship with new partner the Premier League.
Guinness sees its sponsorship of the Premier League as a “tangible growth opportunity”, as the brand looks to build on sustained sales success.
The goal is to ensure the beer is top-of-mind for football fans, explains Guinness marketing director Anna MacDonald. The stout is perhaps best associated in Britain with rugby, having first partnered with the Six Nations in 2007, before becoming title sponsor of the tournament in 2019.
“It’s an interesting perception that Guinness is sort of a rugby brand and not a football brand,” says MacDonald. “That’s mainly driven by the more recent platforms and sponsorships that we’ve done.”
Football is an occasion where Guinness is already consumed, she says. Football is the most popular sport among Guinness drinkers and Guinness is the fourth most popular beer for football-watching occasions in pubs in Great Britain, claims MacDonald.
