Guinness spotlights soccer fan culture in U.S.

Guinness is launching a summer campaign in the United States that focuses on football fan culture, pub traditions and shared matchday experiences as the sport attracts growing audiences across the country.

The campaign, titled The world’s cup, revisits a Guinness advertisement first released in 1990 and coincides with increased attention on football in the U.S. this summer. Guinness, the Official Beer of the Premier League, said the initiative celebrates the social rituals surrounding the game rather than the competition itself.

Guinness revives campaign inspired by 1990 ad

According to the brand, the original The world’s cup… well in hand campaign marked Ireland’s first appearance at a major international tournament and arrived shortly before the launch of the Premier League in 1992.

The updated campaign focuses on football viewing culture in pubs, homes and social spaces, highlighting bartenders, supporters and matchday traditions.

Karissa Downer, Director of Guinness: “Soccer is at its best when everyone feels part of it, and Guinness has always stood for that same spirit of togetherness. Whether you're an avid supporter or simply here for a good time, Guinness makes game day feel more welcoming, more connected and more memorable. With ‘The world’s cup,’ we are celebrating the pubs, pints and bartenders who turn every match into a moment worth sharing. The beautiful game deserves a beautiful pint and a room full of fans to enjoy it with.”

Guinness partners with Art of Football

As part of the campaign, Guinness is collaborating with Art of Football on a limited-edition football jersey available in North America from June 8.

The brand is also launching an out-of-home and social content series featuring bartenders and pub staff in cities including Atlanta, Boston, Philadelphia and San Francisco. Participants will appear wearing the collaboration jerseys while sharing personal matchday rituals and experiences.

Guinness said the campaign aims to spotlight the hospitality workers and venues that contribute to football viewing culture during major tournaments.

Limited-edition packaging supports campaign

The company is also releasing limited-edition Guinness Draught Stout packaging created by Brooklyn-based illustrator Sophia Yeshi.

The packaging features Guinness branding combined with green and blue design elements and will be available nationwide in four-pack and eight-pack formats for a limited period.

Guinness added that further campaign activations and product announcements linked to football viewing experiences are expected later this summer.