Guinness campaign puts Premier League fans at the heart of football

With the opening weekend of the 2025/26 Premier League season, Guinness has unveiled its most ambitious sports campaign to date, celebrating its second year as the Official Beer and Official Non-Alcoholic Beer of the Premier League.

The new “Lovely Day for a Guinness” campaign shines a light on the emotional heartbeat of the Premier League: its fans. Through a series of short films, the campaign captures the rituals, traditions and unique matchday moments of supporters from all 20 Premier League clubs — from vibrant apartment DJs overlooking stadiums and pre-match meals, to expressive nail art, pub gatherings and the beloved pre-game pint.

Each film is set to “All My Friends” by Everton fan and acclaimed producer Barry Can’t Swim, amplifying the joy, tension, and belonging that define football culture.

Building on a Breakthrough First Season

The launch follows a standout debut season in which Guinness activated its Premier League partnership across 80+ countries, cementing its role in global football occasions. In Great Britain, Guinness became the number one beer for football viewing occasions, while globally the brand delivered double-digit growth and gained market share across its three largest markets.

Somnath Dasgupta, Global Marketing Director, Guinness: “Our first season as Official Beer and Non-Alcoholic Beer of the Premier League has been a galvanising platform for the brand around the world. The Premier League has enabled Guinness to become part of rituals, traditions and moments of belonging that enrich the football viewing occasion.

This season, with ‘Lovely Day for a Guinness’, we’re celebrating the fans who live every emotion of matchday — win or lose. Because when you’re with your people, enjoying a pint of Guinness or Guinness 0.0, every match day can truly be a lovely day.”

Premier League Backing

Will Brass, Chief Commercial Officer, Premier League: “Guinness made a fantastic impact in its first season as Official Beer of the Premier League, bringing fans together around the world in meaningful and memorable ways. This new campaign captures the energy, emotion and community spirit that define the Premier League — and we’re excited to see Guinness build on that momentum this season.”

Developed by AMV BBDO, the films focus on authenticity, featuring real fans rather than actors.

Will Brookwell and Louis Prenaud, Creatives, AMV BBDO: “We wanted to show football culture as it truly is: unfiltered, emotional, and grounded in truth. These aren’t actors pretending to be fans — they’re real people living their passion week in, week out. That authenticity is what will make this campaign resonate across markets worldwide.”

Global Campaign Rollout

“Lovely Day for a Guinness” will debut during Sky Sports’ live coverage of Liverpool FC vs. AFC Bournemouth, and on NBC in the U.S. It will feature across at least 215 live games on Sky Sports this season, while NBC will air over 200 Guinness commercials throughout the campaign.

In the U.S., Guinness has also launched “Hope”, a new social film narrated by football legend Gary Neville, reflecting the optimism shared by fans as the season begins.

This season, Guinness has expanded its football footprint through new club partnerships with Arsenal, Aston Villa and Newcastle United, bringing the iconic black pint and Guinness 0.0 closer to fans at Emirates Stadium, Villa Park, and St. James’ Park.

As the Official Responsible Drinking Partner of the Premier League and its clubs, Guinness will continue to promote moderation and encourage fans to enjoy Guinness 0.0, which has seen strong double-digit sales growth globally.

www.guinness.com

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