Guinness puts fans at the heart of Premier League story

Guinness has unveiled a new campaign for Guinness Foreign Extra Stout (FES) as part of its Premier League sponsorship.

Titled Guinness Extra, the initiative aims to celebrate supporters who follow the league from afar while strengthening Guinness’ recognition as the Official Beer of the Premier League across key markets, including Africa and Asia.

The campaign highlights fans whose passion for football extends beyond geography, demonstrating that devotion is built through community, shared rituals, and matchday experiences that go beyond the 90 minutes of play.

Celebrating extra devotion

The creative concept reflects the brand truth that Guinness Foreign Extra Stout was originally brewed with extra hops and higher gravity to preserve it during long sea voyages. Similarly, Guinness Extra spotlights fans whose enthusiasm travels through extra support, extra fandom, and extra belief, even thousands of miles from their clubs.

Somnath Dasgupta, Global Marketing Director at Guinness: "Football fandom gives people a space to really belong and that feeling is built as much in the shared emotions and rituals around matchday as it is in the game itself. With ‘Guinness Extra’, we’re boldly elevating the fan experience by putting real Premier League supporters at the centre of the story, in a way that reflects the same ‘Extra’ character Foreign Extra Stout is known for."

Documentary-style storytelling

Developed in partnership with VML UK, the campaign launches with a hero documentary film directed by Arthur Neumeier and shot in Kenya. Combining 16mm analogue film and digital footage, it captures matchday culture authentically—from customised kits and football-inspired braids to neighbourhood viewing rituals and gospel services.

Ryan McManus, Chief Creative Officer at VML UK: "We went into communities across Africa and South-East Asia to find the fans who don’t just watch the Premier League – they wear it, drive it, and build their lives around it. Our job was to honour that energy with the same level of craft and emotion Guinness is known for."

Expanding football footprint

Guinness is in its second season as Official Beer and Official Non-Alcoholic Beer of the Premier League. The brand has strengthened club partnerships with Arsenal, Aston Villa and Newcastle United, and activated its rights in over 80 countries during its debut season. The Premier League itself is broadcast into more than 900 million homes across 189 countries.

As part of its global responsibility strategy, Guinness will use its sponsorship to promote responsible drinking and encourage fans to enjoy Guinness 0.0.

Multi-channel rollout

Guinness Extra is now live across TV, social and digital platforms, with out-of-home advertising to follow according to local rollouts. The campaign reinforces Guinness’ focus on fan experience, culture, and storytelling at the heart of football communities worldwide.

www.guinness.com

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